Meet Our Partners: Q&A with reklaim, Founder and CEO, Neil Sweeney

BLOG POST 9/19/2022

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 Reklaim; how did it come to be and what is your role?
I’m Neil Sweeney, Founder and CEO of Reklaim. We formed Reklaim after having discovered while every consumer on the planet may have a data profile, they can’t access it like they can their credit score. Considering how much data is being collected on individuals — and how much money is being made from its use — we felt creating an equitable market where the consumer is involved in the purchase and sharing of their data was the ethical thing to do. Additionally, with more brands and platforms looking for high-fidelity data, we believe sourcing the data directly from the user (with their explicit consent) is as good as it can get.

What verticals do Reklaim audiences specialize in? How are they leveraged via the TruAudience® Data Marketplace?
While Reklaim services all verticals, some strong ones include financial services, healthcare, CPG, DTC and telecom. We also provide clients and platforms the ability to create custom segments and build new audiences by asking specific questions of our users. In the TruAudience Data Marketplace, we support connected TV and streaming audio.

What trends are you seeing with first-party data usage in connected TV (CTV)?
Overall, there’s still some confusion around ‘video’ in general, and not everyone understands online video and connected TV are not the same. Naturally, we’re seeing increased spending move from standard formats to CTV, and we expect this to grow as more supply comes into the market. We’ve seen some progressive brands look at CTV as a more engaging ad unit and hedge away from cookies. If worried about cookies, we say double down on CTV as it doesn’t rely on this identifier.

What’s most important when it comes to data targeting on CTV?
This is an easy one — understand addressability and pricing. This is where we see buyers get confused. First, it seems not everyone understands what's required to ensure you achieve addressability; in CTV, you need a CTV ID or dynamic IP graph. The second thing is price. CTV is not display or RON. We see many people getting cute with pricing only to underachieve. We encourage buyers to start with a higher CPM, then look to optimize versus the other way around. My advice to them is “start at $30.”


What’s a key challenge Reklaim data and audiences help media buyers solve for?
Reklaim’s data is prepared to support all formats, so whether you’re targeting CTV or audio, addressability will work. Secondly, we’re future-proofed against ID depreciation (namely cookies) as all our audiences have IP, HEM and MAID underpinning them. Finally, if you believe data is valued based on its proximity to the user (which we know buyers do, and which is why first-party data is universally viewed as more valuable than third-party data), then Reklaim’s zero-party data — which comes directly from the user — checks all the compliance boxes.


The media and advertising ecosystem has changed a lot in the last decade. What are some ways Reklaim has evolved to keep up?

I think Reklaim represents the direction the media industry is moving. We see consumers being involved in how their data is used vs. what’s historically been the case, and we’re at the forefront of that. As well, we believe in the loss of the cookie, and are future-proofed around HEMs as IDs going forward. We think for Web3 to thrive in the future, a decentralized world of consumer ownership of data must exist, and we feel we’re leading there as well. On top of the accelerating wave of privacy legislation, we think there will be a massive reduction in data supply (namely third-party data) and a need for companies like Reklaim to fill that void.

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