Streaming Advertising Has a Consistency Challenge for Audience Targeting: OpenAPs Levy Beet.TV [Video]

SANTA MONICA, Calif. – Streaming advertising is growing, but advertisers face challenges in consistently reaching the right audiences across different media partners and platforms.

This is due to discrepancies in how various “householding” solutions match consumer identifiers to target households, according to David Levy, CEO of advanced advertising company OpenAP, in this video interview with Beet.TV.

“Ultimately that just creates a lot of noise and mess. And what it looks like is the audience or the campaign was very off target,” Levy warned.

The core challenges are not with the identifiers themselves, but with the accuracy and consistency of the identity data used to map them to households. Different providers may disagree on which identifiers belong to which households.

Even if the same audience is sent to all programmers for a campaign, each may use different methods to map identifiers like ad IDs, device IDs, and IP addresses to households …