As cookies fade, more agencies make bets on consumer research panels — and their first-party data

If data is the oil of the media business, new repositories and refineries are popping up everywhere. Especially when the biggest oil field — third-party cookies — is drying up. 

Just days after Stagwell launched a new consumer research product called Unlock Surveys within its Stagwell Marketing Cloud division, consumer research firm Disqo has moved to partner with TV set maker Vizio’s Inscape technology unit to generate a deeper set of omnichannel behavioral research in hopes of helping marketers and other media agencies get closer to achieving deterministic outcomes.  

Through the partnership, Digiday has learned, Disqo will gain access to Inscape’s automatic content recognition (ACR) TV viewing data, to be paired with Disqo’s other products that measure brand lift and outcomes, which in turn help advertisers measure the cross-media and full-funnel impact of ad campaigns. Clients, which include marketers and agencies, can bridge the divide between brand metrics, like awareness, favorability and purchase intent, to performance outcomes, like search, site visits and shopping, across their whole multimedia campaign. 

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