The premise of the Turner Data Cloud was to understand – brand by brand – how audiences trend from CNN to truTV.
Because of fragmentation in media consumption, networks are evolving from B2B businesses that mainly worked with legacy cable systems to newer means of distribution such as Snapchat Discover. Networks, in turn, need to rearchitect the way in which they measure, Kim said.
This trend is spurring networks to tighten the linkages between their various owned-and-operated experiences, as ESPN has done with its "total audience" and Fan Relationship Management initiatives.
Turner's new data partnerships allow it to combine its own audience information with that of its outside partners. For instance, if a large financial services advertiser wants to deliver ads to consumer credit card holders vs. business users, it can ingest key attributes from each of Turner’s three partners, which when combined with Turner’s viewing data could bolster targetability.
“We want to build a central repository of information around consumption, tastes, geography, demographics and profile information for our viewers, and use that to deliver better value,” Kim said. “From an ad sales perspective, [we’re talking about] this notion of buying audiences rather than using context as proxy for audience.”