---
title: "Interview: How ACR Data Is Revolutionizing The Ad Business"
description: VIZIO Platform+ CRO Mike O'Donnell speaks to AdExchanger about the importance of ACR data to advertisers.
---

[Insights](https://platformplus.vizio.com/insights)

# [Interview: How ACR Data Is Revolutionizing The Ad Business](https://platformplus.vizio.com/insights/interview-how-acr-data-is-revolutionizing-the-ad-business)

 Written by [VIZIO](https://platformplus.vizio.com/insights/author/vizio) | Feb 7, 2022, 6:00:00 PM

VIZIO  Platform+ Chief Revenue Officer Mike O’Donnell sat down recently with AdExchanger to explain how glass-level ACR data is fundamentally altering the ad-buying business by providing first-party data, improving incremental reach, and targeting non-linear viewers. 

 

"First-party data has always been critical in every digital landscape – desktop, mobile, you name it – and CTV is following suit," he said. "Attaching viewership habits to advertising will allow us to build more effective CTV campaigns for advertisers. We’ve gotten a lot of support over the past two years from agency holdcos, including $100 million in upfront commitments last year, because we’ve committed to integrating our data into better addressable solutions for their brands. We’re definitely expecting the addressable marketplace around first-party data to keep accelerating."

 

[Read the full interview here.](https://www.adexchanger.com/tv-and-video/how-acr-data-is-underpinning-vizios-fast-growing-ads-business/)

 

[View full post](https://platformplus.vizio.com/insights/interview-how-acr-data-is-revolutionizing-the-ad-business)

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