• McKenna Sweazey

Inside the Data Providers Studio with Alliant


Cue the elegant, classical music, it’s time for Inside the Data Providers Studio. This is a continuing series where we peek into the minds of talented leaders at data companies, a la Inside the Actors Studio. We are delighted to welcome our latest guest, Donna Hamilton, SVP, Data Strategy at Alliant. See her word associations, hot takes, and serious thoughts below.




Word Associations


Cookie depreciation

Opportunity


Consumer Privacy

Responsibility


Data Accuracy

Mission


Targeting

Compulsory


Audience Measurement

Evolving and refining


CTV

Targeted branding


Clean Rooms

Must-have




Quick Fire

Industry Book or Podcast Recommendation

AdExchanger Talks podcasts


What word in Ad-Tech makes you happy?

Collaboration


What word in Ad-Tech makes you cringe/should be a curse word?

Walled


We’re past the halfway mark of 2021. What will 2022 be “The Year of ?”

Advanced TV


If you were not in this line of work, what would you like to attempt?

Recording original music


If Ad-Tech gods exist, what would you like them to change/make better for us all?

Better alignment between marketers and the consumer.



Serious Q&A


Give me a “hot take” on where the data industry should be headed in the next three years… Go!

A smaller but more collaborative ecosystem that isn’t necessarily defined by 1st, 2nd or 3rd party, rather the possibilities and performance that different data sets can deliver.


Why should data accuracy matter to anyone using data in any industry?

Data influences everything from audience development, to creative to campaign decisioning. If the data is wrong, everything else becomes flawed.


Why is it so tough to get data right?

With the fragmentation of consumers across many different channels and media types, we’re all managing disparate data, at scale. Linking these numerous data sources to the correct identities using existing and emerging ID keys can be challenging. And with a constantly evolving landscape, just because you have it right today, doesn’t mean it will be right tomorrow. We all need to continuously evolve our data management practices.


What’s the attribute you get requests to target the most?

Buyers with a propensity to purchase from, or engage with, specific brands.


What advice would you give to someone who is looking to break into the data driven marketing/advertising ecosystem?

To embrace the creative aspect of data and analytics. It makes the work a lot more fun and drives innovation within the industry.


Why did you choose to work with Truthset?

Buyers don’t have the luxury of seeing what goes on behind the scenes at their data partners day to day. We work diligently every day to produce the most accurate audiences for digital campaigns. Truthset allows us to validate the extensive steps we take and provides our clients with confidence about the quality of our data solutions.

To learn more about how Truthset can help Data Providers understand the accuracy of their data, contact us today.


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