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Turner Broadcasting Partners With Epsilon To Launch Turner Data Cloud

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Epsilon, an Alliance Data (NYSE: ADS) company, and Turner Broadcasting System Inc. have signed a new multiyear agreement to support the Turner Data Cloud, the first enterprise-wide initiative that will aggregate and analyze first- and third-party data to provide consumers with relevant and personalized content across the Turner portfolio, spanning news, entertainment and sports brands.

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Under the terms of the new agreement, Epsilon will provide analytics and data services to support the Turner Data Cloud infrastructure, including bringing together all first- and third-party data sources and integrating predictive analytics, which anticipate consumer behavior. With this 360-degree view, which incorporates an understanding of past, present and future consumer behavior, the Turner Data Cloud will effectively support Turner's campaign initiatives in direct-to-consumer content, programming, marketing and advertising sales. These data management capabilities will help connect disparate data sources and are a critical part of enabling Turner to deliver more relevant consumer experiences and offer advertisers more effective methods to reach target audiences.

"It's essential that Turner understands its audiences above and beyond what traditional measurement can provide, and therefore we must make the necessary technology investments in order to build an enterprise-wide audience platform that includes first- and third-party data to help guide our product, advertising and marketing decisions going forward, which this deal reflects," said Jeremy Legg, head of technology strategy and product monetization for Turner Broadcasting System, Inc. (TBS, Inc.). "We are very pleased to partner with Epsilon on this now and in the future."

"Turner Broadcasting is at the forefront of the evolution of content distribution," said Andy Frawley, chief executive officer of Epsilon. "To enable the strongest possible brand experience for a consumer, it is imperative to leverage the power and value of data to drive marketing, advertising and programming to better connect the consumer's experience and engagement. We look forward to leveraging our full suite of Big Data capabilities to support the Turner Data Cloud."

The Turner Data Cloud is a data-management platform (DMP) that collects and leverages information about consumer interactions and preferences to enable more targeted digital and linear advertising campaigns that offer a highly personalized experience for consumers. Turner Data Cloud will allow advertisers the ability to harness their first-party data coupled with third-party data to effectively engage consumers and connect with the right audience across Turner Broadcasting's portfolio, which reaches approximately 75 percent of all Americans.

Additionally, Epsilon will explore opportunities with Turner to integrate Conversant services to help support advertising sales initiatives.

Posted-In: News

 

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