Joan Fitzgerald, VP Product Management and Business
Development, TiVo, is a TV data expert whose work on the quantification of media defined
her entire career. “I have had the good fortune of working with some of the
world’s leading marketers on data and analytics innovation projects, including
CPG, pharma, retail and media’” she stated.
Her work at comScore helped to frame
cross media measurement. “As new data became available – whether it was
purchasing data or CRM data or digital data or television viewing data via the
set top box – we developed new techniques for quantification of media effects,
including econometric modeling and then attribution modeling,” she added. Now
at TiVo, she is putting her skills to work using new data assets combined with
new analytics techniques to achieve breakthroughs in understanding how
advertising works.
Charlene Weisler: Tell me about your
current job at TiVo.
Joan Fitzgerald: I’m
head of product management and business development for the emerging area of
programmatic, data-driven video. In
joining TiVo, I was interested in tackling the question of how to integrate
audience selling and data-driven TV into our operational and monetization
systems. Rovi – which recently acquired
TiVo and kept the brand name -- had acquired a start-up with the right idea: Revenue
and inventory management software that enables TV to deliver on the promise of audience-based
targeting and data-driven TV, with significant operational workflow
improvements.
Charlene Weisler: How have TV and media measurement and research changed from
when you first started?
Joan Fitzgerald: TV has always been a data-driven
business, but it’s the form of the data and the availability of the data that
has changed. Visibility into viewership
used to be limited to 3rd party research. It’s hard to imagine this now, in this era of
big data viewership assets, where there is visibility via STB, ACR, digital
tags, DMPs and any number of other technologies. The other significant change is the digital
ecosystem itself: It’s hard to
understate the changes that the digital ecosystem has caused, including new
ways of thinking about how TV can be more effective.
Charlene Weisler: Where do you see the role of data in measurement going in
the next three years?
Joan Fitzgerald: Media brands have made major
investments in people, including data scientists and ‘big data’ engineers, and
ad tech systems, such as inventory management systems from tech companies such
as TiVo. Already, these investments are having a positive, transformative
effect on the video business model, including expanding the currencies used for
transactions so that they are more closely aligned with how marketers manage
their brands. The payout from this
investment is going to significantly increase in a 3-year timeframe, with media
brands continuing their historical track record for growth and innovation.
Charlene Weisler: Give me your state of
the art appraisal of cross platform measurement
Joan Fitzgerald: Today, digital and linear TV are separate throughout almost the
entire ad tech stack. This impacts our
ability to measure the two platforms together.
As TV morphs into IPTV and into ATSC 3.0 delivery, the executional
layers of the digital and TV ad tech stacks may become more similar to each
other. They may even converge. This presents an opportunity for better cross
platform measurement. There’s a business
layer too that needs thoughtful integration.
Media brands want to reduce complexity for their advertisers and sell
“video advertising” rather than TV and digital separately. Ad agencies are motivated to reduce the costs
of operations in the same way. We need
systems that support an integrated approach at the business layer, while managing
the execution layer so that we achieve new benefits such as measurement but continue
to optimize by source of inventory.
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