Meet Our Partners: Q&A with Datonics CTO, Adi PinhasI

BLOG POST 6/21/2022

TruAudience® solutions enable 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 tell me more about Datonics and what your role is there?

Datonics is a pioneer in the ad tech space, being among the first to integrate audience data into programmatic platforms. Ever since our founding, Datonics has been committed to innovation and helping brands to scale through the ability to reach new audiences across emerging channels. Datonics offers world-class search, intent, life stage, behavioral, demographic, B2B, past purchase and visitor location (point-of-interest) data.

As CTO, I oversee research and development, as well as operations. It’s been an extremely exciting and rewarding experience to watch the company grow from its founding days to where we are today.

What verticals do Datonics audiences specialize in? How are they leveraged via the TruAudience® Data Marketplace?

We cover a very large breadth of verticals and are not limited to specific focus areas. Audiences can be found across verticals because we believe it is important to deliver a data plan to any brand. We offer over 1,000 prepackaged segments and over 6,000 more granular segments through direct partnerships, as well as keyword-based segments. We also offer custom segments for our DSP and DMP partners. We are excited about our partnership with TransUnion whereby our data is available via the TruAudience Data Marketplace, enabling buyers to reach connected TV (CTV) audiences and more.

What trends are you seeing with first-party data usage in CTV?

While first-party data gathered on the CTV device is still a primary source of data for CTV campaigns, we see a clear trend of leveraging third-party data — collected from other sources — for campaigns. First-party data is important, but most brands cannot scale this way which is why we see demand rising for third-party data within the CTV environment.

What do you think is most important when it comes to data targeting on CTV?

Data accuracy and scale are very important in CTV. The benefits of the channel are the reach of programmatic and the impact of TV advertising. Without accurate data, these benefits are hard to realize. Scale is also important, and why advertisers need to consider additional data sources to fuel CTV campaigns.

Anything unique we should know about Datonics?

There are a few things at Datonics I’m particularly proud of and I think set us apart. First is our breadth of data. We have one of the largest collections of data segments across all major verticals in the CTV environment.

Second is our data accuracy. Our proprietary technology enables us to link our datasets to households and get the most updated IP address of the household daily. It does both with 92-94% accuracy — measured by comparing results to deterministic household datasets bought from third party sources. The high level of accuracy helps brands pinpoint members of households who are more likely to make purchasing decisions, closing the loop on customer journeys faster.

Finally, we help brands to scale and reach a wider audience on CTV, as well as other channels.

I believe we have been successful in large part due to our company culture and team dedication. We have people who have been here from the start, as well as others who joined along our growth journey still with us today. I think our committed team is a testament to the strength of our company and product.

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.