"What we haven't seen is those three things come together yet," Manningham said, "being able to not only use your first-party data, but to use it in a self-service capacity across a whole ecosystem of customers."
Any advertiser with access to some first-party data can use it to target streaming video or linear TV buys through OnDemand, Manningham said.
Blockgraph hopes smaller and mid-tier businesses will take advantage. TV advertising is dominated by a handful of larger advertisers, but there are thousands of SMBs that would run TV campaigns if it was easier to do.
So far, Blockgraph is already seeing success among Tier 2 and Tier 3 automotive advertisers using dealership data, retailers using sales data and direct-to-consumer brands.
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