Hone CEO Andrew Heckler recalls a Game of Thrones quiz done by Entertainment Weekly. Not only was it immensely popular, it asked identity-oriented questions, like political preferences, in order to dub someone a Tyrion Lannister or Daenerys Targaryen. “No one would answer those questions out in the wild, but the answers create audience profiles,” he said.
The first-party data that Hone creates through its quizzes – opposed to the behavioral data that informs most digital IDs– offers unique opportunities for publishers and brands alike. It could create profiles of users based on how they answer and serve ads. That possibility, however, has not yet been applied.
In the meantime, Hone can create more relevant ads through context: matching a product (ski goggles) with how a user identifies himself (winter sports enthusiast) at the end of a quiz.
“I’m not interested in selling anyone’s information to a random third party,” Heckler said. “I am interested in communicating value back to clients and publishers and brands about their audience.”