For Viacom, the partnership is more about the quality of American Express data and its ability to predict behaviors than it is about scale and attribution. The network already partners with Experian, Acxiom and Nielsen Catalina to gain insights on millions of household devices.
“The key difference is that what we have is a source of truth – actual purchase behavior as a feed to our predictive analysis,” Gupta said. “We can ratify, verify and be very pinpointed.”
Advertisers have yet to sign on to the platform. And Viacom hasn’t thought about how it will deal with certain conflicts of interest, such as using American Express data to predict and target audiences for competitive advertisers like Visa or MasterCard.
For now, American Express is testing the waters of extending its predictive modeling capabilities within the TV industry, but Gupta said there’s potential for other markets down the road.
“Maybe the retail in-store industry, where getting to know a customer when they walk in is very helpful,” he said. “Or the mobile industry, where customer recognition and targeting is getting better, but there are a lot of inefficiencies.”