DISH Media's Kemal Bokhari On The Key Issues The TV Data Initiative Intends To Tackle.

As part of our partnership with the TV Data Initiative (TVDI) we’re going to be showcasing video interviews with various consortium members where they will discuss the key issues surrounding the TV data ecosystem and the what they hope the consortium can accomplish

Here, Dish Media’s GM Data and Analytics, Kemal Bokhari talks about the lack of standardization across the ecosystem which and why that’s one of the issues TVDI is going to be tackling.

KEMAL BOKHARI: Regulation and consistency is the biggest issue that we have to deal with, as well as lack of standardization. It just makes it very difficult to combine and broadly utilize data sets from multiple sources.

With the shift of TV buying toward a more digital audience-based model, buyers need a way to correlate their addressable, programmatic and CTV campaigns with their linear buys to holistically view the campaign. 

We also see irregularities in how data is managed and shared. With more consistency around the marketplace it would be easier for marketers to plug their favorite data partner into their chosen distribution platform. And of course, the biggest one is identity resolution. The real thing that you need is that unique identifier. Can you find that unique viewer that you cannot find on linear but on streaming and you’re not overstepping on the frequency to send those ads to the same audience over and over.

This is where if we get all the data partners aligned together and we create a unique identifier, that will really help that cause. Until then, it’s going to be stitching a bunch of inventories together to get that answer that the advertiser is looking for.