Meet Our Partners: Q&A with ameribase Digital, President and CEO, mark traverso

BLOG POST 8/4/2022

TruAudience® by TransUnion enables the marketing ecosystem to leverage data and identity with trust. In this series, we will introduce the partners who are critical to our success.

 

Can you give us an introduction to Ameribase Digital and your role at the company?
Ameribase Digital is a boutique data company with over 25 years of experience helping media buyers to run high-performing campaigns with targeted audience data.

Our story began back in 1994 when our founding partners — who still own and manage the business today — emerged as specialists in consumer data for direct mail and telemarketing campaigns. Since then, we’ve expanded our services to include email, mobile, connected TV (CTV) and other digital capabilities.

I joined Ameribase soon after it was founded as Vice President of New Business and I now lead the company as its President and CEO. The data business has vastly evolved since I joined and that’s what I enjoy so much about it — finding new and innovative ways to help our clients reach their marketing and advertising goals.

How do Ameribase Digital’s audiences help media buyers?
At Ameribase Digital, we pride ourselves on the level of accuracy we offer media buyers. We’ve been working with independent data evaluator Truthset for over a year now and their analyses have really helped us to understand just how different we are compared to other data providers in the market. For example, we regularly rank no. 1 or no. 2 in accuracy for a variety of data segments. Overall, we’ve seen we’re up to 51% more accurate in our top rated segments and with greater scale. In Q2 2022, we had the highest number of #1 ranks across all attributes and data partners (truth{set}. AmeribaseDigital -- 2022 Q2 Truthset Index Report, 18 July 2022).

What does this mean for media buyers? Well, not only are we saving you valuable campaign dollars with more accurate data, but we also help you reach more consumers within your target audience.

What verticals are Ameribase Digital’s audiences specialized for?
Our demographic data was recently validated by independent data evaluator Truthset and our Hispanic, African American and American Asian ethnicity data finished first — ahead of most other data providers in the study (truth{set}. AmeribaseDigital -- 2022 Q2 Truthset Index Report, 18 July 2022). We also have a wealth of other demographic data available, including age, gender, location, household income, household composition and education.

In addition, our CTV audiences in the TruAudience® Data Marketplace include entertainment and media audiences, health and wellness segments, life stages, lifestyles and event audiences, retail audiences and travel segments. We can also help with custom audiences, delivering a no-cost-to-build custom audience in 72 hours based on marketers’ specific needs.

Why is it important for Ameribase Digital to be part of the TruAudience® Data Marketplace?
According to eMarketer, CTV is one of the fastest-growing channels in the US advertising space, having seen an 82.4% increase in the amount spent on ads in 2021 (“US Programmatic Video 2022 - Insider Intelligence Trends, Forecasts & Statistics.” eMarketer, 26 January 2022). TransUnion is a leader in the CTV space and its TruAudience® Data Marketplace is the place to go for CTV audiences.

By leveraging Ameribase Digital’s highly accurate audience segments within TransUnion’s TruAudience® Data Marketplace, marketers can run high-performing CTV campaigns. We offer superior coverage reaching 180MM CTV households and 240MM individuals in the US, across multiple CTV device types and streaming platforms.

How do you see CTV advertising evolving in the next five years?
As mentioned, CTV has seen huge growth in the past year, in part due to the effects of the coronavirus pandemic. That growth is set to continue in 2022 with eMarketer estimating another 39.2% increase (“US Programmatic Video 2022 - Insider Intelligence Trends, Forecasts & Statistics.” eMarketer, 26 January 2022).

Similar to a start-up company which achieves huge growth but has few processes in place to sustain it, the CTV sector certainly has a few wrinkles that need ironing out. We expect the next five years will focus on standardization to put those issues to rest. Already the IAB has announced ad format guidelines for digital video and CTV, which aim to minimize the fragmentation of ad formats. Introducing data standards should also go a long way to improving CTV measurement and analytics. In short, the next five years should see the maturing of CTV advertising as it becomes an established and reliable line item in media buying budgets.

The views and opinions expressed herein are those of the author(s) and do not necessarily reflect the policy or position of TransUnion. The information contained in this blog is for informational purposes only and does not constitute legal or financial advice. You should consult your own attorney or financial adviser regarding your particular situation. TransUnion does not guarantee the accuracy or completeness of the information provided.  The appearance of external hyperlinks does not constitute an endorsement by TransUnion. Trans Union LLC and its affiliates (“TransUnion”) make no endorsement, recommendation, or representation with respect to the information provided herein. For complete details of TransUnion products, visit www.transunion.com.