In the internet space, the technology of dynamic advertising has been used for years. On the basis of data assigned to a specific IP addresswhich appear on various types of websites and social networks. They also use this, which, taking into account the productions chosen by users, are able to determine their interests, and thus propose other titles on similar topics or species. Now he intends to introduce a similar strategy.
TVN has established cooperation with Visa. The station is intending to use data from payment cards
According to virtual media, the TVN Media office has just announced the establishment of a strategic partnership with the Visa digital payment provider. Data collected from transactions made by users are to help advertisers better understand the needs of consumers. Thus, the campaigns are to be adapted to both their preferences and the method of making purchasing decisions.
– Integration of applications from VISA data with our advertising ecosystem allows advertisers to provide new quality targeting based on real data, and for consumers a better quality of advertising messages – quotes the portal of explanations of Dorota Żurkowska from TVN Warner Bros. Discovery. This is also to significantly increase their effectiveness, Thus, bringing real benefits and profits to both sides.
TVN and Visa calm users. Shared stations will be anonymous?
However, people using Visa’s services have no reason to worry. Both the station and the digital payment supplier provide users with high privacy protection. The collected information is to be properly processed, then anonymized and aggregated. – The key to this is the democratization of data and building trust in companies that use this data. Trust is at the root of everything we do in Visa – declared Piotr Giziński, director of Data Insigths & Strategy CEE in the company.
Cooperation between TVN and Visa is part of the long-term strategy. Thanks to it, it is possible to create unique consumer profileswhich will include, among others Their finances, purchasing habits, services and products that they use and even their travels. However, it is worth mentioning that Addressable has been offered at the station since autumn 2022. Initially, they included several ground channels, including TVN and TVN7, and then also the Player platform.
Source: Gazeta
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