Sabio’s Aziz Rahimtoola on Mobile and App Data

amp8220Sabio means wise or experienced in Spanishamp8221 he noted His company strives to address the issues with current panel measurement systems through mobile and app dataCharlene Weisler What is the state of CTVOTT in general at this time and where is it headedAziz Rahimtoola The CTVOTT media landscape is quite fragmented due to the various operating system platforms and increased competition from every angle This is good for consumers as it allows choice but it will continue to be confusing for marketersWeisler In terms of methodology what approach is best for marketersRahimtoola I believe that app data is more effective than panels in understanding consumer behaviors This has been validated by Nielsen and other panelbased companies that admit to not effectively understanding streamers app users or diverse audiences via panels In the 1970s when society was 11 and monolithic panels were more effective than now when at 42 our population is more diverseWeisler What is App ScienceRahimtoola App Science combines data signals from 280 million active mobile and 110 million CTV devices and closes the quality gap between multicultural and general market data Traditional survey panels have historically underrepresented and undercounted multicultural segments of the population By analyzing CTV and mobile device data App Science draws a complete picture of multicultural audiences their preferences and interests They also provide trends and insights for their clients to help them better understand consumer actions and interests so they can make better strategic business decisions This can entail programming preferences competitive analyses industry vertical insights or multicultural and diverse audience trends that traditional measurement companies typically underrepresentWeisler What data do you at Sabio collect and applyRahimtoola We have GDPR and CCPAcompliant ways of obtaining mobile and CTVOTT IDs We also use machine learning extensively to understand consumers via predictive modeling better In addition we provide advertisers with a pixel or a snippet of code used for tracking that can be applied across media buys to measure campaigns The information can help to compare viewership among different platforms and avoid targeting the same audiences repeatedlyOverall we capture over one terabyte of mobile and CTVOTT data daily and ensure that everything is ethically sourced privacy compliant and cleansed This data contains a wide range of metadata that allows us to apply machine learning algorithms and other predictive modeling to considerably understand consumersamp8217 demographics points of interest behaviors and life stages From there we can create granular audience insights and segments that can be applied to media buys and measure campaignsamp8217 effectivenessWeisler How do you craft segments from your dataRahimtoola Segments are created from a collection of CTV and mobile data where we apply the nearest neighbor lookalikes and another predictive modeling to various attributes When we look at the data collected from CTVOTT and mobile we analyze various attributes such as app ecosystem technographic brand visitation purchase signals and census data and further verify with trusted 3rd party sources From there we apply machine learning algorithms such as the closest neighbor lookalikes associations and topic modeling to create clusters user profiles and audience segments that all connect back to our proprietary 55MM household graphWeisler How does Sabio differ from other platforms in the CTVOTT spaceRahimtoola Sabio Holdings is the only company outside Roku with a complete endtoend CTVOTT technology suite of services We can partner up with content creators and launch apps along with creating and distributing add breaks in content with our newly acquired Vidillion SSP Supply Side Platform acquisition monetize them via our Sabio DSP all while providing differentiated nonpanelbased analytics via its App Science platformWeisler How do you use your data to inform political campaignsRahimtoola We enhance National voter files with insights that help identify a political partyamp8217s viewing habits app behaviors points of interest and key issues that matter to them most so that they can use this audience insights to inform their future campaigns validate they are reaching their audience and optimize in realtimeWeisler What were some of the trends in political advertising leading up to the midtermsRahimtoola Looking back on November 8th we noticed the most notable political advertising trends being the increase in growth in CTV and OTT The political sector has always been reluctant to buy into CTV but compared to 2018 the shift has been dramatic Prior most political ad spending has been programmatic We also saw an increase in the use of QR codes and interestingly thereamp8217s been a multicultural shift In previous years agencies said they didnamp8217t have a big enough budget for the Hispanic demographic Still there has been an increase in the general market putting money into the multicultural marketClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Sabio’s Aziz Rahimtoola on Mobile and App Data

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Charlene Weisler

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Sabio’s Aziz Rahimtoola on Mobile and App Data

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