Why is data the engine that drives the consumer experience? Fariba Zamaniyan, Global VP of Data Monetization at TiVo, weighs in.
In your role, you work with the full media ecosystem, from buyers and sellers to the tech platforms that power the pipes. How do each of these players uses data differently or are they mostly the same?
It varies somewhat. Our B2B partnerships span the entire global ecosystem, from content publishers and local stations to pay TV providers and TV OEMs. Our metadata drives the consumer discovery process and the engines that deliver it. It also shapes and defines our TV viewership data to support currency and measurement. Several years ago, our industry focused more heavily on quantity rather than quality of the data—the bigger the footprint, the more accurate you were. That’s no longer the case. Our partners choose TiVo because they trust the accuracy and comprehensiveness of our data sets spanning linear TV viewership to content metadata. These are the components that define currency and effective measurement. There’s no room for inaccuracy given the value of the ad dollars transacted against them.
How do these players ensure the ethical and responsible use of data, particularly with regards to consumer privacy and data security?
Today, we are all governed by global, federal, and state guidelines. Europe, for instance, was an early adopter enforcing greater protections against consumer privacy and regulating data use for marketing and advertising. These measures are crucial for protecting consumer rights. The intelligence and capabilities that we can drive with data for the planning and execution of advertising are invaluable. We simply cannot afford non-compliance with privacy and security regulations. There’s too much at stake.
How does data contribute to enhancing the overall TV viewer experience? For example, how is data used to improve content quality, optimize ad placements, or create more engaging user interfaces?
Building on your previous question, data allows us to better understand consumer and viewer preferences, enabling us to provide the best content and advertising experiences tailored to individuals. Who wouldn’t want simplified choices or advertising that actually matters to them? However, I believe our industry is missing the mark by not working collaboratively to better educate consumers on how data enhances their entertainment and shopping experiences. There’s an opportunity to unite our message and elevate its importance.
Given your global role, are there any differences in use cases across various regions?
The use case is consistent worldwide, as the global marketplace has embraced advertising, particularly in the digital and CTV era. Data is harnessed to enable better advertising, make it more relevant to audiences, and measure performance more accurately. The differences lie in the restrictions, which dictate how data is implemented and vary by country. Some countries have more stringent consumer opt-in processes than others.
In our industry, and this can be broader than the topic of data, what would you say will be the hottest topic in the months ahead?
Heading into the Upfront, I anticipate continued dialogue about currency and measurement. Consumer privacy will also remain a key topic, as consumers become increasingly aware of how their data is used. Another hot topic, relevant to our overall conversation, will be contextual targeting in advertising since it is not consumer based and subject to consumer privacy regulations.
