Save your FREE seat for Streaming Media Connect this August. Register Now!

How Google Leverages First-Party and Partner Data to Improve Consumer Experiences

For “data machines” like Google, the problem is never having too little customer data—it’s all about managing the data overload to pinpoint the right data to leverage to build customized, targeted, personalized experiences that satisfy users and keep them engaged.

At Streaming Media NYC, Evan Shapiro, CEO, ESHAP, talks with Rob Caruso, Product & User Experience, Google TV, about the ways that Google leverages first-party and partner data to improve consumer experiences.

“I imagine the amount of data provided inside an organization like Google, which is, at the end of the day, a data machine, is just daunting and intimidating and can almost prevent you from investigating and gaining insight,” Shapiro says. “How do you manage that? Are there secrets to it that Google understands on managing the amount of information that the rest of us need to catch up on? And do you see – from a patterns and trends standpoint – where the consumer is headed, where their minds are going, and how to make those correct investments for publishers to make sure they're meeting the needs of the consumer and their own business goals?”

Caruso says, “You can very quickly, at a place like Google or at a place like Netflix, get sucked into an echo chamber of your data, your insights, and how your employees are consuming it.” He emphasizes that finding the balance between internal and external trends is crucial, and he highlights the importance of collaboration with partners to inform recommendations and create a personalized user experience.

Caruso notes that Google TV users do not all use Google or Android services. “You might be using an iPhone to interact,” he says. “So the partners also have a perspective on what they think you should be watching next. So we're working with them in a way that's a little less binary, where it's like us presenting what we think you should have, or you go into the app, and then, say, Netflix presents to you what they think you should have. And we're trying to have more of a blend where partners can help inform some of those recommendations alongside our own. And that would be sort of the perfect nirvana where you could almost fact-check the recommendations you will make on the platform with every partner in real-time before you make them.”

See more highlights and interviews from SMNYC.

Watch full sessions from SMNYC on-demand.

Join us in August 2024 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect.

Streaming Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Are CTV Platforms Like Google TV Creating a New Entertainment Sector?

CTV platforms like Google TV are filling the void as traditional cable systems recede from their former ubiquity, and arguably creating an entirely new category of content distributor, contends Google TV Product Manager UX Rob Caruso in this fireside chat with Media Universe Cartographer Evan Shapiro at Streaming Media NYC. Shapiro even coins a new term for this new entertainment sector: ‘Collabregator.'

Follow the Data or Stay on Brand? A DEI-Focused Digital Strategist’s Dilemma

Striking a balance between responding to what data tells you about your fan base's desires and staying true to your brand identity is a constant issue for digital strategists, in the FAST world as much as any other part of the media ecosystem. It can be especially difficult for a company like Fuse Media, with its stated mission of telling positive stories for diverse audiences, when the analytics say "more true crime" or "be more like TMZ." Fuse Media VP, Digital Strategy Rashaun Hall explains how he walks this tightrope in this discussion with Media Cartographer Evan Shapiro at Streaming Media NYC.

How DAZN Monetizes Premium Live Sports Streams

Even as a leading global disruptor in premium sports rights acquisition and content delivery, DAZN must contend with the practical realities of serving customers in a broader sports streaming marketplace, and advertising and monetization strategy is inevitably more complicated than placing 15s and 30s and positioning branded integrations and the like, says DAZN Global CRO and President USA Walker Jacobs. Customization, fanbase-building, and more factor into the monetization equation, as Jacobs tells Reality Software's Nadine Krefetz in this candid fireside chat from Streaming Media NYC 2024.

Can Data Normalization Fix FAST?

Arguably, the two biggest challenges in the FAST ecosystem are managing the ad experience and delivering ROI for the brands that support the platform. Experts, from Fremantle's Laura Florence to Fuse Media's Patrick Courtney to Media Cartographer Evan Shapiro, agree that standardizing the data they collect and delivering on the promise of programmatic advertising is the key to making it all work. But as this clip from Streaming Media Connect 2024 reveals, it's easier said than done.

Google's Take on What CTV Viewers Want

The CTV viewing experience continues to evolve as new UX developments arise. Still, many experts and users agree that the experience is essentially broken, with too much choice and too little personalization as users' #1 complaint, far from where it needs to be. According to Google TV Senior Director of Engineering Shobana Radhakrishnan in her Streaming Media Connect Keynote, the critical challenge is understanding what viewers want and letting that drive other decisions.

How OTT and CTV Platforms Monetize First-Party Data

Is zero-party and first-party data emerging as a new revenue generator for OTT platforms and in the CTV landscape in Europe and the U.S., and when it comes to collecting data for monetization purposes-particularly for addressable TV-where do we draw the line vis a vis consumer privacy? ESHAP's Evan Shapiro and Dataxis TNT Market Analyst Ophelie Boucaud discuss in this clip from Streaming Media Connect.

How to Leverage Personalized Data for FAST and SVOD

Personalized data is critical to video content monetization, whether in a subscription-based environment or an ad-driven FAST channel. Coming at the topic from both angles, Starz' Rob Collins and Revry's LaShawn McGhee discuss their organizations' strategies for leveraging personalized data in this clip from their panel at Streaming Media Connect 2023.

Google TV, Personalization, and the Friday Night Experience

Google TV Senior Director of Engineering Shobana Radhakrishnan discusses Google TV's strategy for personalizing recommendations and enhancing the OTT user experience in this clip from Streaming Media West Connect 2021.