Pete Doe, Chief Research Officer,
clypd, is an expert in data fusion and TV currency audience products both in
the UK and in America. He moved to clypd from Nielsen where he helped launch
their data fusion efforts, which has brought him great satisfaction. “Data
fusion is no longer seen as something unusual or unacceptable,” he said.
In this fascinating interview, Pete
talks about his work at clypd, programmatic, linear TV, the role of measurement
and traditional research.
Charlene Weisler interviews Pete Doe who talks about his background:
CHARLENE
WEISLER: What is the state of data fusion in the U.S. today?
Pete: Data fusion means a lot of different things to different
people. What’s happened in the last decade is that data has come to us from all
angles – not just in research but also generally in the population. We all walk
around with cellphones and that is generating data every second of the day. The
need to understand consumers through data has existed for decades but now there
is so much more data available. That
means we need to integrate data to make sense of what consumers are doing.
Several years ago when life was simpler and you had one
database measuring television audiences, you could probably get away with that
if all you cared about was TV advertising. But now the world is a lot more
complicated and so integration of data is a fact of life, rather than something
that is seen as, maybe, a future interesting development. It’s here and now. So
I think that there is an acceptance that you have to work with integrated data
sets, whereas a few years ago people were questioning that. Then the question
arises, ‘well what does that mean?’ If you integrate data sets, what data sets
do you integrate? Who owns those data sets? What are the privacy concerns around
that? What issues are there around coverage and research integrity? It is a
very interesting world that we are living in now.
Charlene Weisler interviews Pete Doe who talks about Data:
CHARLENE:
Tell me about your work at clypd.
Pete: clypd is really exciting because for so long, TV has
been bought and sold using age and gender. We are bringing automation and data
to the buying and selling process, working primarily for the seller - and I
think that makes us fairly unique because there is a lot of demand side automation
that is happening – we’re helping media owners to make the best use of the inventory
to reach the right people at the right time. We believe that if you can make TV
advertising better targeted and more automated, then that is going to be good
for the buyer, it’s going to be good for the seller an at the end of the day,
it will be good for the viewer as well because they are going to see ads that
are more relevant to them. In this ecosystem, everyone should win by using data
in a smart way.
CHARLENE
: What is your definition of television?
Pete: That is a difficult question. Television, what it means
to me, is sitting down with my family and it is more the shared experience
whereas Digital is more of a personal thing. That said, I can sit down and
watch YouTube videos with my daughter. I try and introduce her to music I like
and she introduces me to music she likes. So it can also be a shared experience
there too….
Charlene Weisler interviews Pete Doe who talks about linear TV and programmatic:
Charlene: I think it is a difficult question for many people
to answer.
Pete: Yes it is.
Charlene: What is your definition of programmatic?
Pete: We define programmatic at clypd as having two elements
– automation in the work flow and the use of data in decision-making. I think
the origin of programmatic in digital and the use of programmatic in remnant
inventory suggests bargain basement approach to advertising but that is not
what it is about for us. clypd is primarily working with media owners to make
better use of linear TV inventory. Many people think of programmatic as being
primarily digital but what we are trying to do is to make the process of buying
and selling traditional TV campaigns a more automated and data driven process
than it has been up to now.
Charlene Weisler interviews Pete Doe who looks ahead and makes some predicitons about the media landscape:
