Media agency Publicis Media and UK broadcaster ITV have announced a new partnership which will enable Publicis-owned media agencies to target audiences on ITV inventory using Publicis’ own Epsilon ID.
ITV has leaned heavily into advanced targeting and measurement capabilities for ads run on ITVX, its newly rebranded streaming service. And a significant part of this has been fleshing out capabilities which let advertisers target audiences based not just on ITV’s own viewer data, but using second-party and third-party data too.
ITV sealed a partnership with clean room provider InfoSum back in 2020 to help facilitate this, and InfoSum sits at the heart of this new deal with Publicis Media.
Beyond demographics
The new capabilities have been created within PMX Lift, a unit within Publicis Media which develops solutions for navigating the changing TV advertising landscape.
It uses Epsilon’s Core ID, an identity solution created by Publicis Groupe-owned data business Epsilon. This identifier connects users across different touchpoints using nine different identifiers: email, phone number, name, postal address, browser activity, IP address, device data, first-party cookies, and third-party cookies.
Epsilon uses these identifiers to build out audiences which are used for targeting and measurement by Publicis Media agencies.
And through this new deal, individuals within these audiences will be identified within ITV’s own logged in audience, via the InfoSum clean room. This will enable Publicis to target these audiences directly within Planet V.
Rachel Hall, head of PMX Lift, outlined two major benefits. Firstly, Publicis media agencies will be able target beyond ITV’s own broad demographic-based audiences. For example Epsilon’s identity solution includes behavioural/interest-based data, meaning Publicis media agencies will be able to target based on these datasets.
And secondly, since the Epsilon ID is used across multiple media channels, it will enable things like retargeting, sequential targeting, and targeting of audiences which haven’t been reached elsewhere.
“This partnership is a great example of the kind of innovative and progressive developments that we’re bringing to how we are iterating Planet V,” said Michael Curtis, trading controller at ITV. “By unlocking even more insights from data we’re creating unique audience segmentation for Publicis Media and we look forward to seeing the positive results for clients coming on-board to use this solution.”
