How TEGNA Helps Advertisers Hit Their Target Digital Audiences
Knowing your target audience is key in the world of CTV and digital advertising, and a new partnership between TEGNA and Publica by IAS is bringing advertisers tangible results by enabling them to target specific audiences and critical demographics precisely using first- and third-party data. Unlock powerful audience targeting and drive value for your advertisers with Audience Manager.
With OTT/CTV Streaming and digital ad campaigns, it’s essential to tailor ad experiences to the target audience for many reasons. When ads resonate with the target audience’s interests, needs, and preferences, they are more likely to grab attention, drive engagement, and generate ROI.
Effectively targeting your audience across CTV can seem like quite the task, but thanks to a new partnership between local broadcaster TEGNA and OTT/CTV ad platform Publica by IAS, advertisers can now leverage a unique tool called Audience Manager.
This tool drives significant value for its advertisers by enabling them to target specific audiences and key demographics precisely. It does this by leveraging TEGNA’s robust first-party data and third-party data from trusted sources like LiveRamp.
Helping Advertisers Hit their Targets with Audience Manager by Leveraging First—and Third-Party Data
TEGNA’s first-party data solution, TEGNA AudienceOne, allows advertisers to target audiences from TEGNA’s owned and operated properties. The collection of TEGNA’s 25M+ audience profiles happens in near real-time, allowing advertisers to reach the right audiences at the right time.
TEGNA also utilizes third-party data providers integrated directly with Publica, such as LiveRamp, TransUnion, Comscore, and 1plusX, for its direct-sold campaigns on its owned and operated CTV/OTT streaming apps.
Meanwhile, Publica’s Audience Manager allows advertisers to bid on target audiences and tailor ad experiences to unique users using data segments from various sources.
Drive Value for Advertisers
TEGNA’s Audience Manager, a powerful tool that leverages first-party data segments, third-party data segments, or a combination of both, provides CTV publishers with a straightforward way to target the right audiences. This drives significant value and ROI for advertisers. Audience Manager allows these data segments to be easily accessed within the Publica UI, enabling precise, controlled targeting to viewers. TEGNA’s success in achieving immediate results with advertisers seeking server-side audience targeting is a testament to the effectiveness of this tool.
About TEGNA
TEGNA AudienceOne is among the only first-party audience targeting tools in the local media industry that combine demographic and contextual data to enable our partners to reach target audiences with confidence and scale. Sound Good? Let’s get in touch.
About Publica
To speak with a representative, visit getpublica.com/contact.
