This acceleration coincides with another marketing pivot—moving into the world of influencers. According to influencer marketing analytics site Tribe Dynamics, in 2021 brands including Bang Energy, GFuel, and Monster “raced ahead on social media by winning over distinct content creator communities.” They did this through three main channels: TikTok influencers, online gamers, and sponsored athletes.

“As economic pressures persist, consumers are looking to prioritise where their hard earned cash is spent. And as consumer spending drops, business spending tends to reflect the drop in activity. No matter what industry you’re in, it’s no secret customer retention is going to be far more cost effective and straightforward than acquiring new customers. “

Truthset, the data validation-as-a-service offering, has appointed Kevin Dean as General Manager of the Data Collective. Dean previously served as Chief Strategy Officer at AnalyticsIQ.

Experian and Equifax vet Kevin Dean joins Truthset as general manager of its data collective. [release]

The automaker has two commercials on iSpot’s ranking that received a combined 342.6 million national TV ad impressions.

If you look at the US for example, the networks recently granted conditional certification for audience-measurement tech players VideoAmp, iSpot & Comscore. All are looking to challenge Nielsen’s status as the industry’s primary audience measurement provider and effectively create multiple players and multiple currencies in that market.

In what could be the beginning of more consolidation among Nielsen rivals, iSpot.tv acquired 605. While iSpot continues to contend for currency status, the 605 move, combined with hiring Leslie Wood as chief research officer, who has an extensive background in outcomes research but not currency measurement, signaled a growing focus on targeting advanced audiences and outcomes measurement.

Kevin Dean was appointed as general manager at Truthset Data Collective. Dean will bring together leading data providers and spearhead collaborative initiatives to create a more sustainable industry

iSpot, a TV measurement firm, has hired David Coletti as VP Sports Research & Insights. He joins from Disney, where he spent more than three years as VP Research & Insights.

The Kansas City Chiefs tight end appeared on-screen in 375 commercials aired during NFL games this season through Dec. 11, more than any other athlete, actor and other household name, according to ad-measurement firm iSpot. (The count excludes voice-overs, athletes who pop up in ads for the NFL itself, and actors in promos for movies, streaming services and TV networks.)

Madhive announced a partnership with Blockgraph, a privacy-focused data collaboration platform, to facilitate secure, streamlined activation of first-party data for premium video and TV ad buyers, sellers and distributors.

Several startups are now offering behavioral data for brands to tailor the most effective advertising in gaming. This usage is exemplified by the behavioral marketing platform Wunderkind, which raised $76 million in a Series C round in March this year.

“We’re thrilled to have someone with Kevin’s background, knowledge and expertise on the Truthset Data Collective team,” Scott McKinley, CEO of Truthset, said. “Kevin has dedicated his career to bringing accuracy to the data industry at large, which not only drives efficiencies for marketers and content owners, but better experiences for consumers. We share the same mission here at Truthset, and are looking forward to driving the next evolution of the industry together.”

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.

iSpot named Disney VP/Research & Insights DAVE COLETTI to run its sports research & insights team (iSpot).

This week, a click on iSpot.tv, an agency that tracks advertising appearances, shows that over the past 30 days Ohtani was featured or otherwise included in no fewer than 40 different TV commercials that aired 29,211 times somewhere on planet earth.

Truthset, the leading data validation-as-a-service offering, today announced the appointment of industry veteran Kevin Dean as General Manager of the Data Collective. In this role, Dean will continue to unite leading data providers and spearhead initiatives that create a more sustainable industry through collaboration.

Find new testing methods and KPIs. Test and simulate personas from first-party data to find underserved audiences. We’ve all been potentially speaking to the wrong audiences because cookies are inaccurate. Look no further than recent data by Truthset and the Coalition for Innovative Media Measurement, which just tested the accuracy of linkages based on 3.9 billion data records from multiple vendors.

It has been an honor to lead the people and culture team at Madhive for the last four years. We are a lean company that has experienced a lot of growth and change during my tenure. As we scale and evolve, leading with empathy has been a key tenet of our culture.

“As the connected TV advertising landscape continues to grow, so does the need for solutions that can better harness the power of first-party data while protecting consumer privacy,” said Spencer Potts, CEO of Madhive.