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Blockgraph I Building the Future of Data-driven TV BUILDING THE FUTURE OF DA T A-DRIVEN TV THE QUEST TO CREATE A SAFE IDENTITY LAYER FOR THE INDUSTRY2 Blockgraph I Building the Future of Data-driven TV EXECUTIVE SUMMARY 3 INTRODUCTION 5 SECTION 1 8Data-Driven Advertising: The Current State 9 SECTION 2 10Bringing Data to The New TV Ecosystem 11 SECTION 3 16Blockgraph: A New Data Path 17 SECTION 4 21The Future of Data-Driven TV: What Lies Ahead 22 CONCLUSION 24 APPENDIX (RESEARCH) 25 T ABLE OF CONTENTSBlockgraph I Building the Future of Data-driven TV 3 Blockgraph I Building the Future of Data-driven TV 3 EXECUTIVE SUMMARY Data is fueling our modern economy, and nowhere is it in greater demand than in the advertising industry. Historically, data-driven advertising has been focused on digital media. However, as data becomes a bigger part of TV advertising, a new approach will be needed that avoids the past mistakes of digital advertising, while solving for the unique challenges of using data within The New TV environment. This paper explores the current protocols for data use in the TV industry, as well as an emerging, alternative path forward. The paper also presents the findings from a new research survey of over 150 advertisers, commissioned from Advertiser Perceptions, on the challenges, opportunities and importance of bringing advanced data to television advertising.Blockgraph I Building the Future of Data-driven TV 4 REPORT SUMMARY The concept of using data in advertising is not new. What has changed, however, is the sheer amount of data created across billions of connected devices and consumer interactions. Data usage has now become the norm for advertisers who are looking for better, more accurate targeting of relevant prospects and customers, at the desired frequency, with the ability to measure business outcomes. And while data usage has been most easily adapted to digital media, its rollout in the TV ecosystem is now underway and critical to ensuring a healthy, competitive future for television advertising. Historically, there have been a number of challenges limiting the use of data in the TV advertising ecosystem: Identity Resolution in The New TV Ecosystem: growing content options and distribution channels makes it difficult to build a 360 degree view of an advertisers targeted audience Industry Dynamics in the Media Supply Chain: audience relationships and advertising rights are split between a number of distributors and content owners, creating a complex ecosystem to navigate and involving the use of trusted third parties Privacy, Compliance and Data Security: this supply chain complexity places greater demands on companies to ensure consumer privacy and data security Data Matching and Operational Inefficiencies: today, data matching is facilitated by trusted third-party providers outside of the supply chain; however, operational and coordination challenges can make this process inefficient in terms of turnaround time and expense Considering the sizable barriers to data usage, The New TV ecosystem needs a new path forward. Blockgraph, led by FreeWheel, with participation by some of the biggest companies in TV, digital video and advertising across the U.S. and Europe, offers a new option. Blockgraph is designed to become an “identity layer” for the TV industry, providing a platform on which media companies and publishers can offer marketers data activation capabilities, leading to more relevant and successful ads, without disclosing identifiable user dataadding additional protections to user privacy. Blockgraph was formed with the goal of enhancing the use of data across the premium video and TV ecosystem while allowing for the appropriate privacy and business controls to be implemented. At its core, Blockgraph provides a platform that allows participating organizations to directly match their data sets quickly, and most importantly, in a way that helps them control and prevent access to any proprietary or identifying consumer information. It accomplishes this by providing common software that companies can install within their own systems. Blockgraph participants can then match data without exposing the underlying data to one another over a private peer-to-peer network. (Technical primer follows within body of paper.) Blockgraph creates value in The New TV ecosystem by solving the key challenges of data sharing and identity resolution mentioned above. (Solutions defined within body of paper.) By connecting data across the TV ecosystem while protecting data ownership and consumer privacy, Blockgraphs common identity layer will enable TV to pair its current strengthsincluding efficient reach and high engagementwith the breadth and depth of data insights necessary for audience-based, data- driven TV buying. Blockgraphs use cases extend throughout the entire buying processfrom planning and execution, to measurement and attribution. (Use case outlined in body of paper.) The TV industry is in the midst of a fundamental transformationand data is at the center. To that end, a more connected, safe and data-enabled TV industry will benefit all parties: advertisers, content owners, distributors, and audiences. (Charts on proprietary research conducted with Advertiser Perceptions are included throughout the report, and in the whitepapers Appendix.)Blockgraph I Building the Future of Data-driven TV 5 Blockgraph I Building the Future of Data-driven TV 5 INTRODUCTION In a few short years, data has become one of the most heavily talked about topics in the media. It seems as though we cant go a day without a new publication claiming “Data is the New Oil.” As our world becomes more digital and connected, data is being created, stored, and used at previously unthinkable rates. Its easy to see why the “data is oil” metaphor is so frequently used. It has undoubtedly become the fuel of the modern economy. Companies are racing to collect, process, and harness the power of data in order to help them in a number of areas, from predicting customer preferences, to streamlining operational processes, to driving better decision-making and financial results.Blockgraph I Building the Future of Data-driven TV 6 THE RISING USE OF DATA IN ADVERTISING Perhaps nowhere is the demand for data greater than in the advertising industry. Marketing executives, under ever-increasing pressure to build their brands and sell more products, have looked to data in order to help them pinpoint and reach valuable prospects and customers, measure business outcomes, and analyze marketing effectiveness. Long gone are the days where marketers simply accepted the oft quoted John Wanamaker adage that “half of their advertising is wasted.” Until recently, data has primarily been used in digital advertising. Digital media platforms have used their rich proprietary consumer datasets to offer marketers audience targeting capabilities and the ability to tie advertising exposure to business outcomes, including searches, website visits, and even purchases. It appears likely that data has been one of the biggest drivers in the rapid growth in digital advertising spend. This trend is evidenced when comparing the historic trend of worldwide data creation side-by-side with digital advertising spend. (Graph 1.) However, data-driven digital advertising has also brought its own challenges. Look no further than comments made at the ANA in April 2019 by Marc Pritchard, the Chief Brand Officer of Proctor survey commissioned from Advertiser Perceptions, April 2019, N=150 (Agencies, Marketers involved in TV Advertising). SMART TV MANUFACTURERS OTT DEVICES SMART PHONES TABLETS GAME CONSOLES MVPDs SVOD TVE APPS AVOD TVOD OTT SERVICES NICHE SVOD CONTENT VIEWER 20% 29% 40% 2018 2019 2020 42% CAGR For purposes of study, data-enabled TV defined as leveraging data to improve media planning, targeting, and/or analyze attribution and return on investment What percentage of your total TV advertising (Linear, VOD, TV Everywhere) was (2018) / is (2019) / will be (2020) data-enabled? Graph 3
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