Digital publishers, web browsers, and mobile apps have been collecting data for years. The proof is in the custom ads that pop out from the sidebars, banners, and within text and content, advertising everything from skincare to the best flight deals.
Internet companies do this by gathering browsing and search histories, which are then compiled and profiled into behavioural categories. This data is analysed and used to create relevant, useful audiences for targeted ads.
Today, attention spans are fleeting and the risk of being inundated by irrelevant, spammy ads is high — personalisation is more important than ever. This introduces the question of why the use cases of data aren’t more widely applicable in the Japanese TV market.
We’re constantly exposed to ads anyway, so why not see the shows and ads that you want? This is easier said than done. At the latest Digiday Publishing Summit in Kyoto Japan, SpotX hosted a panel along with CCI to explore TV data from all angles.
Discussing data at the Digiday Publishing Summit Japan
Ken Harada, country manager of Japan at SpotX, moderated the discussion with Tetsuya Shintani, country manager of Japan at The Trade Desk, about the data needs for the buy-side.
While Kazuo Nomura, assistant manager at FujiTV, shared his experience as a broadcaster in terms of data activation for addressability. Gavin Buxton, managing director of Asia at SpotX, shared insights and solutions to deal with more accurate forecasting, privacy, and data leakage.
Additionally, Kensuke Maruta, data strategist at CCI, covered the richness and opportunities of unique data and which data sets are important. Toshitaka Kokubun, head of media division at CCI, explained that trials are already in place to measure and see how it drives additional value.
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