Ad holding giant WPP has combined 700 people in its data specialist groups at GroupM and Wunderman Thompson to create a new global company called Choreograph. The goal is to take help clients make better use of their first party data for audience insights, identity solutions, media optimization, and predictive analytics.
Verizon Media and VIZIO have partnered to better exploit data from VIZIO’s 18 million smart TV for ad targeting. The deal will let Verizon supplement its own customer information with VIZIO’s Inscape data on TV viewership, for better ad targeting and measurement.
Here’s another option for TV audience targeting: OpenAP has launched OpenID, which combines individual-level data from TransUnion and TV household data from Tru Optik. Advertisers will use the data to define audiences and then match them against viewership data and platform IDs to build media plans. The OpenIDs will also be interoperable with Unified ID 2.0 created by The Trade Desk.
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