Cuebiq’s Zora Senat: Do Media Publishers Know What Ads Will Actually Resonate With Their Targeted Au

Why It Matters

It gives brands a measurable link between ad exposure and purchase, while enabling publishers to monetize their data with outcome‑driven solutions.

Key Takeaways

• Marketers now drive strategy beyond ad spend, influencing sales and operations
• Cuebiq partners with Affinity Solutions to merge location and transaction data
• Combined data reveals in‑store visits and actual purchase amounts per consumer
• Deterministic, high‑frequency device pings enable configurable, outcome‑focused measurement
• Media publishers can use behavioral data to predict ad resonance

Summary

Cuebiq’s Zora Senat explains how the firm’s new partnership with Affinity Solutions expands the use of behavioral intelligence beyond traditional media buying, giving advertisers a full‑funnel view of consumer actions.

By combining Cuebiq’s 10‑million‑daily‑user location panel with Affinity’s card‑level transaction data from 3,000 financial institutions, the joint offering can link foot traffic to actual spend, support multiple outcome metrics—store visits, sales lift, brand awareness—and be configured for each client’s goals.

Senat highlighted concrete examples: “This person walked into your store and made a purchase,” and noted Cuebiq captures up to 100 device pings per day, providing deterministic, one‑to‑one consumer signals that are both high‑velocity and clean.

The capability lets media publishers leverage first‑party viewership data to predict which ads will truly resonate, creating a new differentiator in a crowded market and giving brands actionable insights for planning, activation, and post‑campaign optimization.

Original Description

MIAMI — Media companies have invested heavily in identity infrastructure and first-party data capabilities to reach specific consumers at precise moments, but many still lack insights about which creative messages will connect with those carefully targeted audiences.

“Media publishers right now have an enormous opportunity to take advantage of the data that they have in-house,” Zora Senat, chief commercial officer at Cuebiq, told Beet.TV contributor David Kaplan at POSSIBLE. “They know precisely how to target a specific consumer in a specific place at a specific time, but what they don’t know is what sort of advertisement will resonate with that consumer.”

This gap represents where behavioral intelligence becomes critical for media company differentiation beyond targeting capabilities alone.

Marketers gain strategic business influence

Behavioral intelligence applications extend far beyond advertising optimization as marketers assume broader organizational roles that inform sales strategy, packaging decisions, store operations, business continuity planning, and site selection.

“Marketers are taking on a more strategic role across the business. They understand the value of first party data, combining it with unique and differentiated insights,” Senat said. “Marketers have a seat at the table in terms of informing the strategies of everything that surrounds advertising, not just the ad spend.”

This elevation requires sophisticated data combinations that support strategic decision-making across multiple business functions.

Transaction data completes location insights

Cuebiq’s partnership with Affinity Solutions combines location tracking from 10 million daily active users with transaction data from 3,000 financial institutions covering 95 million adult consumers, enabling attribution beyond store visits to actual purchase behavior.

“With Affinity Solutions, we have access to information at the card level. We join that information with our panel and then we’re able to say, ‘This person walked into your store, but they also made a purchase or they walked into your store and made an incremental amount of purchase,’“ Senat said.

This combination addresses client demands for complete funnel measurement using deterministic data rather than modeled approaches.

Outcomes need measurement frameworks

Different stakeholders prioritize varying success metrics, from store visits to sales lift to brand awareness, requiring measurement systems built on clean, composable data that adapts to diverse business objectives.

“One advertiser cares about in-store visits and another one might care more about sales lift and brand awareness,” Senat said. “Having good quality data at the foundation that can be configurable to the use case, configurable to the business that you’re trying to make an impact with” becomes essential.

Cuebiq’s deterministic device-level relationships provide up to 100 pings per device daily, creating high-velocity datasets for various outcome configurations.

Brand affinity insights drive differentiation

Publishers can enhance targeting precision by incorporating behavioral data that reveals consumer brand preferences and purchase agnosticism, enabling more strategic advertisement selection beyond demographic and timing optimization.

“We can tell you exactly what brands consumers have an affinity toward or which consumers are a little bit more agnostic between certain brands,” Senat said. “That’s the type of information that every advertiser’s going to want to capitalize on.”