The combination of data and technology is bringing some of the best practices developed in digital programmatic advertising to the television-buying world. That same melding when applied to cross-platform targeting affords media planners the ability “to understand consumers wherever they are,” says Evan Hanlon of GroupM North America.
What they have in common is two trends, Hanlon, who is Managing Partner and Director of Strategy & Platforms, says in an interview with Beet.TV.
“One is that our technology and our data science to match people up across multiple devices is a lot stronger. The second piece is that there’s a lot more identifiable devices that can be built into this big match network,” Hanlon says.
READ MORE AND WATCH THE FULL VIDEO HERE.