Penelope Welsh
Director, Strategic Account Development at Blockgraph
Website Address: Blockgraph.co
Each week on “Digital Champions,” our host talks to media experts across the country. This week our host speaks with Penelope Welsh from Blockgraph. To learn more, check out https://www.blockgraph.co/.
What is your company Elevator pitch when talking about your company?
Blockgraph is a technology company that simplifies data-driven TV advertising. The world’s leading media, technology, and information services companies collaborate with trusted partners using Blockgraph’s Identity Operating System (IDoS) to create and implement privacy-focused targeting and measurement solutions. Blockgraph is owned by Charter Communications Inc., Comcast NBCUniversal, and Paramount.
What is the biggest change in marketing that you see coming in the next 2 years?
Protecting consumer privacy will become table stakes, as privacy regulation at the state, national, and international level will continue to escalate. Companies who want to take advantage of the power of their data will need to continually invest both in building trusted relationships with their customers as well as in the right technologies and processes that allow them to put their data to work while putting privacy first.
What is one tip that you would give when it comes to digital marketing?
Always be testing new capabilities. Consumer always expect more and better options, so adopting an exploratory mindset to continually find what’s effective for you is very important.
What is the main pain point that you solve for your customers?
The increasing fragmentation of TV consumption across devices, services, and channels has created challenges for marketers, including finding target audiences, managing reach and frequency, and accurately measuring outcomes. With Blockgraph, marketers can safely and effectively find and measure their audiences across the fragmented TV landscape, benefitting from the brand building value of TV and the robust targeting of digital.
