Clean Room Tech Powering TelevisaUnivisions First Hispanic Graph Agency Integration Beet.TV [Video]

LAS VEGAS — If advertisers are better able to target Hispanic audiences, new “clean room” software could have something to do with it.

TelevisaUnivision launched a Hispanic household identity graph at its 2022 upfronts pitch.

In this video interview with Beet.TV, Brian Lin, SVP, Product Management & Advanced Advertising, TelevisaUnivision, says the new category of clean room tech is helping power an integration between its own ID and Omni ID, Omnicom Media Group’s ID.

The Omnicom-TelevisaUnivision partnership was announced in November 2022. Essentially, Omnicom is the first agency to use the Hispanic household data graph unveiled last year.

Lin says it involves a link-up with a vendor of “clean room” software: “We’ve connected through the Snowflake environment.

“They’ve licenced our Hispanic household graph where there’s an always-on connection for them to be able to match, plan and activate against the TelevisaUnivision content.”

More could be coming. “We’re in active conversations with almost every one of the hol-cos (holding companies),” Lin says.”