More National Brands Executing TV Locally: Premion’s Wilson
May 22, 2019- BEET.TV-
While discussions about consumer identity graphs “are continuing to emerge,” TEGNA’s Premion has been working on two of them. One is in conjunction with 4INFO and the other, for connected-TV devices, is with MadHive, according to Premion President Jim Wilson.
4INFO has long made custom identity graphs for Premion to identify certain audiences, Wilson explains in this interview with Beet.TV at the recent LUMA Digital Media East conference. “In many cases, it’s as simple as an auto intender. Or in other cases, it’s piecing together different audiences to create a psychographic.”
Having built its CTV business over the last couple of years, “we have a connected-TV device graph that we built with MadHive,” a company in which Premion is an investor in addition to having a stake in 4INFO.
“Both of these identity graphs allow us to not only reach audiences but to do it with a high level of accuracy.”