DirecTV has been using Turn’s demand-side platform (DSP) to bring programmatic buying in-house, according to a Turn blog post and video featuring Clay Fisher, senior director of digital marketing and product development at DirecTV.
“Bringing programmatic in-house was a natural evolution for us,” said Fisher. He acknowledged that doing so included “a lot of trial and error.”
Fisher added that the satellite TV provider also tapped Turn and programmatic buying so it could make better use of its data.
“Personalization is the future, and you can’t really do that without a great understanding of the actual prospect or customer,” he said. “Data is a currency.”