Why Digital, TV and In-Store Data Integration Is Still Largely Experimental - eMarketer

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eMarketer Interview

Why Digital, TV and In-Store Data Integration Is Still Largely Experimental

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An interview with

Michael Greene

Vice President, Product Strategy, AudienceScience

Topics: MarketingAdvertising

Interview summary

Multichannel marketers are in constant pursuit of a more holistic audience view, but there are many challenges at play—including the difficulty of integrating both TV and in-store data with digital data. eMarketer’s Lauren Fisher spoke with Michael Greene, a programmatic consultant and the former vice president of product strategy at digital advertising platform AudienceScience, about what lies ahead for data integration.

Interview

eMarketer: How would you describe the current industrywide capabilities available to integrate TV, digital and in-store data?

Michael Greene: Overall, the amount of integration that’s happening between these different areas is minimal, and it’s highly experimental at this point in time. There are a lot of efforts taking place in isolation to bring together different data sets. On the digital side, there are investments in things like DMPs [data management platforms] to aggregate largely anonymous digital data.