From Context to Outcomes: Building Privacy-Safe Audiences in a Post-Cookie World
Session details:
As cookies disappear and identity signals fragment, TV and streaming platforms are discovering that their richest—and most defensible—advantage is already in their hands: first-party viewing data. This session offers real-world use cases from DISH/Sling TV, practical guidance for both content personalization and targeted advertising, including both contextual and addressable. This provides a clear roadmap for media owners ready to unlock more value from first-party signals—while operating confidently in a privacy-first ecosystem.
We’ll share how behavioral modeling, enriched metadata, and real-time personalization at scale converts viewership into increases in audience engagement — without exposing PII or leaking data across partners. Attendees will hear directly from Chris McGuire, SVP Products, at ThinkAnalytics and Seth VanSickel, SVP of Product & Operations at DISH/Sling TV, and walk away with a deeper understanding of how to:
- Transform viewer behavioral signals into privacy-safe, high-value audiences that deliver increased average revenue per user (ARPU) and real CPM lift with measurable outcomes
- Activate behavioral and contextual audiences across linear, CTV, and OTT without exposing PII
- Standardize and unify first-party viewing signals for consistent, scalable audience creation and personalization
- Enrich content with advanced metadata and deep contextual intelligence to improve relevance and targeting
- Apply AI models trained on global viewing behavior to infer interests, intent, and household composition
- Reduce reliance on expensive third-party data while improving performance, yield, and advertiser ROI
