Where the Data Magic Happens: Behind the Screens with Peter Ronga

When it comes to turning data into real results, Optimum Media can connect the dots between viewing habits, digital behaviors, and real-world voter actions. We sat down with one of our data pros, Peter Ronga, Senior Director of Data Analytics, to chat about what makes our audience capabilities so powerful and provide a peek into the future of data-driven advertising at Optimum Media. 

Q: Tell us a bit about what you do at Optimum Media. 

My current role at Optimum Media spans all the verticals of our business, from political and national sales to working with our local teams. I am a statistician by training and learned to code during my early career at our parent company, Optimum. My knowledge has expanded to include data science, data engineering, and data analytics, as reflected in the teams I lead now. With this vast array of teams supported, I get to hear what matters to a very diverse client base, and craft our analytical offerings to help not only our teams but also our clients. A typical day includes analytics reports, brand lift studies, audience segment creation, data modeling, custom algorithm development, and so much more.  

Q: What makes having a cable company (Optimum) in our corner such a superpower? 

When you boil it down, first-party data is the best data. We fully understand and can activate on our own proprietary set-top-box data (STB) to unlock deeper insights and smarter strategies for clients. When we combine that with Optimum Media’s insights, we deliver a fuller picture of audience behavior and turn that knowledge into more precise targeting, better planning, and campaign performance that is simply stronger than what others can do.  

Q: Without sharing the secret sauce, how do we turn set-top-box data into insights? 

Set-top-box data offers a deep portrait of audience behavior. We use it as a key variable to build lookalike models and inform new insights on targeting ideas no one else saw coming. With our proprietary demographic device graph, we see how specific audiences behave, from who engaged and what actions they took.  

Q: How does your team approach brand lift studies and post-campaign results? 

We analyze who saw the ads and how they responded, then match that information to our device-level demographic graph to validate the real impact. By running attribution or exposure-to-action analyses, we can identify which audience segments drove the strongest results, whether that's conversions, shifts in behavior, or brand lift. That feedback loop helps us refine targeting and evolve our campaigns from broad awareness to precision delivery. 

Q: What do media buyers need to know about CTV or first-party data?  

Not all CTV impressions are created equal. Low CPMs often mean recycled content, and with premium CTV, walled gardens can make validation tough. When it comes to first-party data, validate before you buy. That is why having partners and platforms available that can connect to device graphs is important. Not all data is the real deal, but ours is. 😉  

Q: Why does data help us reach the right audience and not just the biggest one? 

Bigger isn’t always better.  A large audience is only useful if it contains the people most likely to respond. That data helps us focus on the people who are actually likely to act, not just view. We separate volume from value, which helps clients understand which audience behaviors translate into the business outcomes that matter most. 

Q: How do we build first-party and lookalike voter audiences? 

Our approach goes beyond “targeting voters.” By analyzing real behaviors, viewing patterns, and digital signals, we identify high-propensity segments that align with your campaign goals and are most likely to take action. Then we use those insights to build lookalike voter audiences who share the same motivations and engagement patterns. This creates a far more efficient strategy. Every impression reaches someone with a real likelihood of responding, therefore saving budget, increasing persuasion, and ultimately driving more voters where it counts.  

Q: Has screen fragmentation changed how we support clients? 

As screen fragmentation has increased, the ability to distinctly identify across devices in households has become much more important. Above all, clients want to understand where each household member is actually watching, across multiple devices. 

Q: Any surprising audience trends you’ve spotted? 

Homes used to average around six connected devices. Now we’re seeing an average of 12–15 devices per household. 

Q: Does your team use AI or machine learning to enhance or find insights in the data?  

From a recent optimal frequency algorithm that has helped maximize impact without over-delivering or wasting spend, to using AI to create smarter audiences for segment targeting, our team is already planning campaigns that perform better. We have even more coming next year. 

Q: What excites you most about the future of data-driven advertising? What scares you? Worries you?  

As AI-generated data insights continue to advance, the industry should keep in mind the intangible human element needed for messaging to truly connect with voters. 

AI-driven performance improvement based on data = very cool. Let’s keep it up.  
AI literally replacing humans = not cool at all. We cannot automate everything away. 
As we’ve learned from science fiction, let’s keep the humans in charge of the robots. 
 
When you boil it down, our data isn’t just numbers; it’s human media behavior decoded. With data-driven insights and the power of our first-party reach, our delightfully human team of experts will help you build a smarter, stronger campaign that connects where it counts. Let’s plan your winning strategy to reach voters wherever they consume media.

As Senior Director of Data Analytics, Peter Ronga works across every corner of business from Political, National, Ad Ops, Local Sales, and News 12 Networks with expertise spanning data science, data engineering, and advanced analytics. And after more than a decade and a half with the company, he knows where the buried treasure is. His teams are responsible for transforming that data into smarter targeting, stronger reporting, and high-impact results.