{"id":11314,"date":"2022-10-05T13:17:28","date_gmt":"2022-10-05T20:17:28","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11314"},"modified":"2023-02-09T08:01:28","modified_gmt":"2023-02-09T15:01:28","slug":"tegna-audienceone-the-why-behind-our-new-customer-data-platform","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/tegna-audienceone-the-why-behind-our-new-customer-data-platform\/","title":{"rendered":"TEGNA AudienceOne: The \u2018Why\u2019 Behind Our New Customer Data Platform\u00a0"},"content":{"rendered":"

\"\"By Dave Neway, VP of Ad Sales Marketing at TEGNA<\/span><\/i>\u00a0<\/span><\/p>\n

TEGNA AudienceOne<\/em> is a new digital marketing solution for the third-party-cookie-less era that leverages first-<\/span>party audience data from TEGNA station websites and apps to help advertisers make meaningful connections with high-value customers.\u00a0<\/span>\u00a0<\/span><\/p>\n

We developed TEGNA AudienceOne<\/em> with four key customer headwinds in mind: <\/span>\u00a0<\/span><\/p>\n

    \n
  1. The Crumbling Cookie. <\/span><\/b>Regardless of exactly when Google bids farewell to the cookie, our industry is keenly aware that the days of relying on third-party data signals to inform targeting are numbered. In contrast, first-party data is truly the currency of the new digital economy and is, therefore, a bedrock of this new solution.<\/span><\/span><\/span><\/li>\n
  2. Brand Safety. <\/span><\/b>Advertisers can jeopardize their brand\u2019s reputation if they invest with publishers that aren’t laser-focused on brand safety or don’t have the right type of quality control over the presence of mis-and-disinformation.<\/span><\/span><\/span><\/li>\n
  3. Ad Fraud<\/span><\/b>. All too prevalent in this industry, ad fraud is projected to impact nearly 31 billion American advertisers in 2022. That said, agencies and their clients can’t afford to waste valuable dollars on non-human traffic, given the pressure on optimizing ROAS.<\/span><\/span><\/li>\n
  4. Personalization and Performance. <\/span><\/b>Across the board, marketers and agencies need efficient and accurate ad tech solutions that reach the target audience with the right message at the right time. However, advertisers need to be able to find their audience throughout their consumer journey as they access content with multiple devices.\u00a0<\/span><\/li>\n<\/ol>\n

    With these client pain points in mind, we looked inward for a solution. We recognized an opportunity to harness the power of TEGNA’s own high-quality, multi-platform audience to fuel an audience-targeting solution for today\u2019s advertising environment.<\/span>\u00a0<\/span><\/p>\n

    The TEGNA Audience<\/span><\/b>\u00a0<\/span><\/h3>\n

    What\u2019s so great about the TEGNA Audience, you ask? Let me count the ways.\u00a0<\/span>\u00a0<\/span><\/p>\n