December 6, 2016

Lotame Measures TV Audiences, Throtle Uses Drawbridge Device Graph, Proof Estimates Marketing Impact

Lotame Expands Audience Targeting Capabilities to Broadcast Television

Lotame

Lotame is a powerful DMP (Data Management Platform) that targets anonymous individuals across channels and devices.  So its announcement of a “TV DMP” that “connects valuable first-party data to televisions, for powerful behaviorally targeted ads on TV” seems to indicate that it has found a way to target TV ads to individuals based on their behaviors.  Not quite.  What they’re actually doing is using data from connected TV to link viewers to their other devices and behaviors.  This lets them understand the audience for each show, which helps marketers buy ads on the right shows – ads which are then seen by everyone watching.  In other words, it’s pretty much what TV audience panels have always offered, perhaps with more precision.  I don’t know whether I’m disappointed or relieved.

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Drawbridge Graph Fuels Throtle to Extend Cross-Device Consumer Reach and Insight

Drawbridge

On the other hand, here we have Drawbridge announcing that its cross-device graph (i.e., list of devices that belong to the same person) will be used to help link Throtle clients’ customer lists to their devices.  This allows actual targeted advertising to individuals, at least through online channels where ads can be directed at a specific device.  There’s nothing really new here – Throtle is just Drawbridge’s latest partner – but it’s a helpful contrast to the Lotame announcement.  To be clear, Lotame has a cross device graph that's similar to Drawbridge and can be used in similar ways.

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Proof Delivers Industry’s First Business Impact Analytics for Marketing and Communications

Business Wire

Speaking of snake oil – no, wait, that’s too harsh.  But it’s fair to be skeptical of companies that say they’ve solved long-standing problems, and Proof’s headline of “first business impact analytics for marketing and communications” seems to do that. On closer reading, they don’t actually make any claims about accuracy or value, just that they’re first.  Anyway, Proof has built a statistical correlation engine that it says is better than any previous system at finding time lags and complex interrelationships among marketing, communications, sales and other business data.  It can estimate the impact of marketing efforts on business results, apparently in ways that Proof’s managers have found are convincing to senior business leaders.  The company says “we built the system, and later the software product, in collaboration with more than 600 Fortune 1000 business leaders over a ten-year period,” including HP, BMC Software, and Honeywell.

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