Marketers need to manage ACR data to make it usable for targeting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 14, 2020, 3:17 PM UTC

ACR data allows advertisers to measure consumers’ viewing habits faster than traditional TV measurement models.

The upsurge in TV viewership due to prolonged lockdown has also led to the growth in ACR data. And while ACR data is valuable for marketers for making targeted media plans, it also comes along with several challenges.

The raw ACR data is “dirty and unclear” and does not provide much value to the marketers unless appropriately processed. But, processing raw ACR data can get complicated and expensive for organisations as the cloud costs for processing data can be enormous.

Marketers, therefore, need to filter out only relevant data to gain insights that are important for their consumer engagement strategies. Brands also need to clean, process and manage raw ACR data to ensure it complies with privacy regulations like CCPA and GDPR.

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