Product Manager - Audience and Identity

NAB Leadership Foundation; United States; On-site; USD 80,000 - 140,000; Full time

Benefits offered by this job

Health benefits

401(k) with company match

Telehealth and therapy benefits

Paid time off

Job summary

TEGNA is seeking a Product Manager to manage the household graph and audience products within our ad tech platform. You will drive strategic leadership, owning the household graph, licensing data, and activation into campaigns, including inventory we do not own.

You will partner with Engineering, Ad Operations, Sales, Client Services, and Program Management to deliver a robust audience solution, ensure privacy and compliance, and apply AI models to improve match accuracy across markets.

Qualifications

• Identity resolution. Deterministic and probabilistic linkage, and the decay rate of each signal type.
• Industry identifiers and standards, including household IDs, mobile ad IDs, hashed email, Unified ID 2.0, and RampID.
• Data onboarding and clean room collaboration, and what each one can and cannot answer.
• Privacy frameworks and consent obligations, and what they exclude from a graph.
• SQL, enough to sample the graph and check a match rate without a data engineer.

Responsibilities

• Audience Roadmap: Define which audiences we build, which we license, and what we stop paying for.
• Activation Strategy: Define how our audiences reach buyers, on our platform and on inventory we do not own.
• Thought Leadership: Set the standard for what we claim about a segment, and translate that for sales and clients.
• Household Graph: Own resolution and linkage, match rate and decay, device authenticity, and coverage by market.
• Marketplace Data: Own the licensed data that extends the graph, including which partners we onboard, what each costs against what it adds, and when to end one.
• Segments and Taxonomy: Own how segments get built, named, and priced across first, second, and third-party sources.
• Activation: Deliver our audiences into campaigns, including onto inventory we do not own.
• Privacy: Own consent, retention, and the constraints on what the graph can hold.
• Applied AI: Own the models behind linkage and lookalike expansion, and the tests that confirm a match is a match.
• Agile Delivery: Write requirements the identity and data engineering teams can build from.
• Validation: Test the graph against a known-correct set, and publish what it gets right.
• Cross-Functional Collaboration: Partner daily with Engineering, Ad Operations, Sales, Client Services, and Program Management.

Skills

Identity resolution

Identifiers standards

Data onboarding

Privacy frameworks

SQL

Job description

About TEGNA

TEGNA Inc. helps people thrive in their local communities by providing the trusted local news and services that matter most. With 64 television stations in 51 U.S. markets, TEGNA reaches more than 100 million people monthly across the web, mobile apps, streaming, and linear television. Together, we are building a sustainable future for local news.

TEGNA, a leading local media company, is looking for a Product Manager to manage the household graph and audience products within our ad tech platform. Advertisers want to reach a specific household and know they reached it: Who is this? Have we seen them before? Can we find more like them? Your goal will be to make our answers to those questions worth paying for.

We combine first-party viewing and delivery signals with licensed marketplace data, resolved into a household view that supports targeting, activation, and measurement. We emphasize judgment about which data to build and which to license, focusing on what a segment delivers once a campaign runs.

Key Responsibilities

Strategic Leadership

• Audience Roadmap: Define which audiences we build, which we license, and what we stop paying for.
• Activation Strategy: Define how our audiences reach buyers, on our platform and on inventory we do not own.
• Thought Leadership: Set the standard for what we claim about a segment, and translate that for sales and clients.

Core Product Ownership

These are some of the areas that you can expect to work in, but not exclusive

• Household Graph: Own resolution and linkage, match rate and decay, device authenticity, and coverage by market.
• Marketplace Data: Own the licensed data that extends the graph, including which partners we onboard, what each costs against what it adds, and when to end one.
• Segments and Taxonomy: Own how segments get built, named, and priced across first, second, and third-party sources.
• Activation: Deliver our audiences into campaigns, including onto inventory we do not own.
• Privacy: Own consent, retention, and the constraints on what the graph can hold.
• Applied AI: Own the models behind linkage and lookalike expansion, and the tests that confirm a match is a match.

Tactical Execution

• Agile Delivery: Write requirements the identity and data engineering teams can build from.
• Validation: Test the graph against a known-correct set, and publish what it gets right.
• Cross-Functional Collaboration: Partner daily with Engineering, Ad Operations, Sales, Client Services, and Program Management.

Required Experience and Skills

Technical Expertise

• Identity resolution. Deterministic and probabilistic linkage, and the decay rate of each signal type.
• Industry identifiers and standards, including household IDs, mobile ad IDs, hashed email, Unified ID 2.0, and RampID.
• Data onboarding and clean room collaboration, and what each one can and cannot answer.
• Privacy frameworks and consent obligations, and what they exclude from a graph.
• SQL, enough to sample the graph and check a match rate without a data engineer.

Professional Experience

• 5+ years of product management on identity resolution, a household graph, or audience products.
• Validated a graph against a known-correct set they assembled, and can state what it got wrong.
• Onboarded and managed a third-party data partner, and can state what it cost against what it added.
• Took a segment from construction to revenue, and can name what it sold for.
• Shipped a product surface with a model behind it, and can explain how they tested it.

Soft Skills

• Writes their own queries and samples the graph without waiting on anyone.
• Says a match rate is lower than claimed, to the person who claimed it.
• Carries a technical argument through legal and commercial stakeholders without authority over either.
• Builds a prototype before writing a spec.

Pay Range

$80,000-$140,000 USD

Benefits:

TEGNA offers comprehensive benefits designed to safeguard the physical, mental and financial health of our employees and their families. TEGNA offers two medical plan options for full and part-time employees through Blue Cross Blue Shield of Texas, as well as access to dental and eye care coverage; fertility, surrogacy and adoption assistance; disability and life insurance.

Our 401(k) program offers full, part-time and temporary employees the opportunity to contribute 1% - 80% of their pay on a pre-tax basis to TEGNA's 401(k). Contributions made up to the first 4% of pay are eligible for a 100% match from the company and are 100% vested from day one.

Regardless of participation in TEGNA medical plans, ALL employees and their eligible family members receive nine free virtual doctor's appointments with a physician through Teladoc, and 12 free annual therapy sessions with a licensed clinician through Spring Health.

TEGNA offers a generous Paid Time Off (PTO) benefit as well as nine paid holidays per year.

* Some jobs are covered by a collective bargaining agreement and thus some or all of the benefits described herein may not apply. For example, some newsroom bargaining unit employees receive health and retirement benefits under plans administered by the union.

EEO statement

TEGNA Inc. is a proud equal opportunity employer. We are proud to be an equal opportunity employer, hiring and developing individuals from diverse backgrounds and experiences to add to our collaborative culture. We value and consider applications from all qualified candidates without regard to actual or perceived race, color, religion, national origin, sex, gender, age, marital status, personal appearance, sexual orientation, gender identity or expression, family responsibilities, disability, medical condition, enrollment in college or vocational school, political affiliation, military or veteran status, citizenship status, genetic information, or any other basis protected by federal, state and local law. TEGNA will reasonably accommodate qualified individuals with disabilities in accordance with applicable law. If you are in need of an accommodation in order to submit your application, please email [e-mail]