Getting the right advertising message to the right audience isn’t easy. Dana mcgraw, vp of audience modeling and data science for disney advertising sales (disneyas), has a key approach to this. To share data with advertisers without compromising privacy and anonymity.
We want to deliver the right ad to the right consumer at the right time,” she says. Not only do we improve the ad experience for our viewers, but we also provide an improved experience for businesses that buy ads from us,” she said.
Disney’s business field is a representative industry that is being subdivided day by day. As distribution channels expand, collecting and using viewer data has emerged as a major challenge for mcgraw. But it’s a very exciting challenge, she stressed.
Disney as developed disney’s audience graph, designed to create synergies by sharing data while protecting privacy,
And Took A Data Clean Room Approach To Data Governance.
Mcgraw recently spoke at the Zimbabwe Email List foundry’s “Future of data summit” about disney as’s approach to data sharing and how to remain nimble and maximize the potential of data-driven products as consumer habits change. Talked about the importance. Here’s a summary of her conversation with cio.Com’s thor olavsrud.
Future Of Data
The future of data will be diverse. However, it is particularly interesting in the field of advertising because the ecosystem is changing very rapidly through regulations, policies, distribution channels or platforms. So we are constantly iterating and evolving. We make long-term plans, but we joke that things can change drastically in six months. It’s really interesting to think about ‘exact anonymity’ in particular. Now we also have ideas on how to anonymize things to meet consumer expectations.”
Data collection at disney
Some of the challenges are also for the CH Leads advertising industry. On digital or streaming platforms, the ability to deliver the right ad at the right time is much higher. This is because the address of the inventory is much more specific. It’s a very fragmented business compared to traditional tv, and it’s relatively in its infancy. So the fragmentation of the various distribution channels, what that means for data and advertising, and how that works is a challenging and really exciting piece for us to figure out going forward.