Sean Muller of iSpot Announces a Partnership with Neustar

For Muller Neustar offersamp160quotmarket leadership in identity resolution and marketing analytics with dominance in digital multitouch attribution mediamixed modeling and data security for the world39s largest brandsquot while his company iSpot quotis the market leader for realtime TV advertising intelligence with products built on granular secondbysecond ad occurrence data enabling decision making for 40 of the TV ad market on a daily basisamp160 Its business outcome analytics are increasingly used by networks and brands as a secondary currencyquotamp160 And Neustar Muller noted is one of only two companies in the industry to do attribution on FacebookCharlene Weisleramp160 How will this partnership blend the two companies39amp160unique capabilitiesSean Mulleramp160 This is an integration of bestinbreed digital multitouch and granular TV ad attributionamp160 Technology integrations just completed the Neustar and iSpot IDS have already been matched and synchronizedamp160 All of iSpot39s measurement across 12k advertisers is flowing to Neustar and offline data flows from Neustar to iSpot39s dashboardWeisleramp160 How does this partnership enhance business opportunitiesMulleramp160 In many ways the marketplace brought us together for a unified solutionamp160 We found major CPG auto makersamp160and retailers and financial service companies were combining our capabilities for a unified granular view into performance across customer channelsamp160 By integrating we39re making it easier for brands to have a unified solutionamp160 The implementation is doneamp160 Clients can take advantage todayWeisleramp160 Are there any overlapsamp160 Ifamp160so how will they be handledMulleramp160 The technologies and capabilities are very complimentary for brands wanting unified attribution with granularity on all endsamp160 While overlap in capabilities are to be expected KPIs and frameworks for managing customer touch points vary by industry and customer so overlaps will be resolved by a true focus on delivering the best solution for the brand customerWeisleramp160 Are there any gaps still to be filledamp160 If so what are they and how would they be filledMulleramp160 True and absolute unification will always have a distance to travel because there are brand exposures and influences that are impossible to always count such as inperson recommendation subtle outofhome and unmarked social influencer content integrationsamp160 This is the most complete unification technology suite on the market today full stopWeisleramp160 Both companies offer attributionamp160 How will processes be handledmergedstandardized if they going to do soMulleramp160 Each company will retain its attribution and performance scoring systems and methodologyamp160 However with data flowing more seamlessly between platforms customers will be able to go deeper into things such as creative performance andamp160time of dayamp160 The two will look to evolve offerings down the road beyond thatWeisleramp160 From an overall media ecosystem perspective what are still the biggest challenges for buyers and sellers out thereMulleramp160 The biggest problem for the broader ecosystem revolves around quality accuracy scale and trustamp160 The abundance of big raw data sets and proliferation of analytics boutiques has given rise to low quality low cost attribution services that are just plain risky as a means for making decisionsamp160 So the big challenges are educating the advertisers and media buyers on the importance of data fidelity quality and consistency and giving brands the tools to properly leverage the insights to generate more revenues cost savings and so forthWeisleramp160 How will your partnership meet those challengesMulleramp160 Together with leading brands iSpot and Neustar are developing best practice guidelines other brands can use to make informed decisions when thinking about connecting ad investments to attribution or other analysisWeisleramp160 Where do you see the ecosystem going and the role of this partnership three years from nowMulleramp160 The movement towards outcomebased buying optimization and performance guarantees in TV will continue to accelerateClick 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 MediaVillagecomMyersBizNetamp160

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Sean Muller of iSpot Announces a Partnership with Neustar

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Sean Muller of iSpot Announces a Partnership with Neustar

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