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."