DirecTV: ‘Data is a Currency’

DirecTV ‘Data is a Currency’What’s a digital marketing exec to do these days? According to DirecTV’s Clay Fisher: dig deeply in the data.

“Personalization is the future, and you can’t really do that without a great understanding of the actual prospect or customer,” Fisher recently said. “Data is a currency.”

Fisher made the remarks in a recent announcement that DirecTV has been using Turn’s demand-side platform (DSP) to bring programmatic buying in-house. Fisher is DirecTV’s senior director of digital marketing and product development.

“Bringing programmatic in-house was a natural evolution for us,” emphasized Fisher.

Though adopting programmatic included “a lot of trial and error,” the satellite TV company is benefitting by being better able to obtain and use data, according to the exec.

DirecTV, a U.S. direct broadcast satellite service provider and broadcaster, launched its satellite service in June, 1994. The company transmits digital satellite television and audio to households in the United States, Latin America, and the Caribbean. In May of this year, it was revealed that that DirecTV may be acquired by AT&T, Inc., in a deal valued at $48.5 billion which will require federal approval.