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Partnership Strategy: It’s Time for TV Execs to Define Their Goals

February 12th, 2019   ||    by Susan Kuchinskas

Dish/Sling TV recently announced it would take advantage of Nielsen data for its addressable TV advertising. This partnership means that Nielsen audience segments, based on purchases and loyalty programs, will let advertisers on the OTT service reach the right viewers. Sling TV advertisers will also have access to Nielsen’s Digital Ad Ratings.

This deal is just one tool in Dish’s partnership strategy, according to AdExchanger. Dish also partners with Polk, Experian Marketing Services, Acxiom, and Neustar. The latter three provide a secure way for advertisers to use their own first-party data in campaigns.

The alliance between Jivox and Innovid is another example of a partnership strategy that aims to marry complementary technologies. Jivox delivers personalized messages across media, while Innovid is a video platform with cross-platform distribution including connected TVs. The Business Wire announcement says the combo will give brands independent ad serving; dynamic, creative decision-making; and integrated measurement.

These coalitions illustrate just how complex digital advertising has become—as well as the potential of a partnership strategy that combines a variety of technologies.

As linear TV continues to evolve in terms of both delivery method and ad targeting capabilities, television executives and ad salespeople should pay attention to such agreements and begin to form their own partnership strategy.

One example of this new way of thinking is the realization that data can flow both ways. First-party data that broadcasters and even local station groups begin to acquire via their websites, streaming services, apps, or connected TVs can become valuable to advertisers and ad platforms.

Just take a look at Comscore’s deal with Inscape. Inscape provides TV-viewing data gained from automatic content recognition (ACR). MarTech Series reports that Inscape’s data adds new insights to Comscore’s custom marketing measurement offering, helping advertisers to better understand the ROI of campaigns.

As these and other industry partnerships illustrate, partnering is great for advancement and lets both parties gain.

Best-of-Breed, or Best-in-Class?

Since the dawn of e-business, there’s been a debate about whether it’s better for a company to gather together a group of partners or rely on a single one. The advantage of the former approach, often known as best-of-breed, is that it brings together individual companies, often startups, that each provide an important function—often one that’s not available elsewhere.

The value of the best-in-class approach is that the company only needs to work with a single partner to obtain most of the capabilities it needs.

For the use of data, a best-in-class, inclusive platform may have the advantage, according to Ultra Consultants, because all data put into the system is accessible to every function within it.

With the rapid and continual change in the world of advertising delivery and analytics—especially in television advertising—it’s unlikely that any partner will be able to deliver the full capabilities needed to compete successfully for viewer attention. At the same time, as we’ve seen in other parts of adtech, it’s likely that today’s hot startup will be tomorrow’s high-profile acquisition by a company farther up the food chain.

In order to devise a successful and forward-looking partnership strategy, TV executives need to keep their options open, talk to everybody, and realize that this landscape will continue to shift.

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