Unify Converged TV Series 2023: First-Party Data Help to Sharpen Ad Campaigns: L’Oreal’s Shenan Reed

LAS VEGAS – Personal information that people provide directly to companies has become more valuable as consumers grow more aware about protecting their privacy. Beauty giant L’Oréal has a trove of such first-party data that provide an important resource in making its spending on advertising more effective.“This year especially I’m really looking to spend more time understanding both our non-working media costs – so, what are we doing in the ways of measurement?” Shenan Reed, senior vice president and head of media at beauty giant L’Oreal, said in this interview at CES 2023. “Because I do think there’s been some bloat in that space in the past couple of years.”One of the goals is to make advertising feel welcomed by consumers as useful and non-intrusive.Reed said she’s “really excited to start to see how we can better use first-party data with our partners to create…smarter, more interesting audiences and create better consumer experiences with advertising.”L’Oréal today at CES 2023 introduced prototypes of two new gadgets. Its HAPTA is a handheld makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility, while L’Oréal Brow Magic is an at-home electronic eyebrow makeup applicator that provides customized brow looks.You’re watching “Establishing Measurement Standards in a Converged TV World,” a Beet.TV Leadership Series produced at CES 2023, presented by Innovid. For more videos from this series, please visit this page. For all of our coverage from CES 2023, please click here: https://bit.ly/3GgJx5j #firstpartydata #CES