The TV ecosystem will incrementally slip into the data space, catalyzed by new distribution platforms, new content consumption behaviors, new targeting capabilities, new analytics-driven intelligence, and maturing automated buying. Despite the foreignness of the language, and the near-overwhelming plethora of acronyms, we do not all have to instantly metamorphosize into data scientists.
To get started, we can start littering our conversations with the following commonly used nomenclature; some terms may be more familiar than others.
Here are 2 of the 10:
PII – Before any data onboarding or matching can occur, the handling of Personally Identifiable Information (PII) is critical. PII is a highly sensitive issue in information security, as well as privacy laws. PII is information that can be used to identify, distinguish, or locate a single person, or to pinpoint an individual in context (both behavioral or to differentiate one person from another). PIIs can take the form of first/last name and postal address, email address, or (unhashed) customer ID.
Data matching: deterministic/probabilistic – Data matching can be either deterministic or probabilistic. Deterministic matching performs comparisons based on given factors and weighing calculations on two data records to determine a precise match. It then generates a score for whether the data records match. In contrast, probabilistic matching takes into account the relative closeness of the data and the context of the data records, and then assigns each of the identifiers a weighted score for the likelihood that the data records match. This is considered a “fuzzier” methodology.
Boon Yap, VP, product and partnerships, Standard Media Index (SMI). Industry Voices—Understanding the Role of Data in Television Marketing. FierceCable.