|
This may or may not help you, but it's typical in these sort of data deals to (1) mostly sell aggregate data (eg these demographics actually watch these shows / actually saw these commercials). You'd probably be more interested in the latter in order to connect commercials with purchasing habits, but you're going to operate at the zip code or grocery store level. (2) If you are selling individual records, make up identifiers and not tie to IP addresses. Both because of privacy concerns and to force your ad-vendor customers to continue to purchase the dataset. (3) from the perspective of someone in the ad industry, I don't buy 11m cookies for ad targeting. These data deals require custom programming on both sides, time from bizdev at both vizio and ad companies, and for ad-company sales to be instructed and helped to sell to their customers. So unless Vizio tv viewing data has pretty high reach, I'm just not interested. I can't really see someone interested in 11m cookies unless that data is integrated with all available tv viewing data from Vizio, Netflix, Samsung, set-top boxes, etc. I'm aware of some pieces of that being sold, but not all of them. (3a) also, from the in-industry perspective, household data is often not that helpful. You're going to get demographics, if you get them, from the person in that household that happens to pay the bills. That's often unrelated to the person that spends time consuming media. So if eg parent X pays the bills in that household, but kids or parent Y spend the most time watching tv, this data is nowhere near as helpful for ad targeting as you would think. |