Big Data Tracking & Targeting Coming to Live Nation Rock Concerts/" we can create unique, specific targets"
By: Jeff Chester | Sep 5 2014
Live Nation Entertainment is "the world's leading live entertainment company." Like everyone else, it wants to use the data it gathers on its customers to target them online. Although the company, in this interview, says this will be done in a privacy way, they should be required to publicly demonstrate the case. This is something the FTC and other regulators should also review. Here's the excerpt from the Adexchanger article [our bold]:
Live Nation Entertainment is educating prospective partners about the unique audiences it can construct from the anonymized purchase histories and tendencies within its first-party datasets. While millennials are a huge target for brands, Live Nation Entertainment envisions delving deeper by targeting, for instance, affluent individuals.“With our tremendous database in terms of live events history, we can create unique, specific targets psychographically, demographically, in terms of entertainment spend and affinity,” Levine said. “We can create an audience segment of the first-row purchaser. Someone who’s spending a lot on tickets, always purchasing in the first few rows, who travels a lot: We can segment based on someone’s purchasing power and their affinity in the world of live entertainment based on our primary data and not third-party demographic data, which is really commoditized at this point.”...The company has been bulking up on ad tech infrastructure as well, investing in “what you’d expect from a DSP, SSP, DMP standpoint, getting all the data in an accessible format to help with efficiency and building segments,” Levine said. The company has relationships with some of these tech providers, though Levine wouldn’t specify further.