Linking Data to Follow the Consumer Journey: NYI's Betsy Rella

quotWe are in an interesting positionquot said Betsy Rella pictured above NYI39s vice president research and data quotWe are a joint venture between Altice Comcast and Charter and their affiliates underneath themquot Because of this unique set of partners NYI reaches over 17 million people and 65 million households in the New York DMA and boasts the ability to go multiplatform with a range of granular data available to measure track and target viewers as well as attribute consumer transactions and behaviorTargeting Both Nationally and LocallyIn my opinion one of the most interesting datasets that Rella has at her disposal is from Cablevision now Altice I can speak to the richness of this data having worked with it during my time at Rainbow Media now AMC Networks leveraging the range of county sizes as well as capturing the most diverse and concentrated populations in AmericaNYI is at once both hyperlocal and vastly national quotWe are able to find a range of audiences amp8212 for example auto intenders or diners who frequent quickservice restaurants amp8212 content preferences and beyond We then link it to the backend for ROIquot she explained quotWe are selling within the NY DMA as well as partnering with Ampersand to layer in our NY campaigns with national campaignsquotBut NYI also targets by zone quotIf our advertiser only has stores on Long Island we can cover that tooquotMerging Disparate DatasetsNYI with all of its available datasets has the ability to combine data from many different sources quotWith settopbox data we have access to Alticequot Rella said quotwhich is highly granularquotNYI receives ad exposure data from other MVPDs quotso we can do linear attribution across Altice Comcast and Charter for exposed adsquot she added quotAnd we have multiple partners in terms of thirdparty data such as IRI and Polk so we can then match the HH exposed to the ads with the outcome data We also work with companies for brand studies and match ad exposure to top funnel metricsquotRella noted that NYI is bringing Comcast and Charter aboard for addressable linear This creates the need to artfully and accurately quotpull the impressions together in one placequot she said quotWe are mapping out the workflow How does it come in what does the format look like how do we store it and how does that funnel into one reportquot This functionality is currently in development and will also include attribution all in a privacycompliant mannerGoing ForwardThe biggest challenge according to Rella is pulling all of the disparate datasets into one platform quotThere are organizations and platforms out there that have that ability to tie everything together from start to finishquot she explained quotbut we have to get all of our business partners onboard for automated comingling of the dataquot In some cases the systems are there in others NYI still has to address specific needs with its adtech partnersquotIt39s putting together platforms exposure files impressions and ad serversquot she explained quotThe goal of our Audience One platform is to have the linear digital STB VOD and OTT all in one place from start to finish with regard to planning targeting and reporting and layer on attribution as wellquotThrough all of this Rella has a wise take on both the opportunities and challenges of shepherding an addriven datacentric business in today39s media marketplace quotWe are building the plane as we fly itquot she observed And right now maybe that is the best way to manage ad flightsClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Linking Data to Follow the Consumer Journey: NYI's Betsy Rella

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Charlene Weisler

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Linking Data to Follow the Consumer Journey: NYI's Betsy Rella

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