Product Manager, Audience & Household Graph

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

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.