Product Manager - Audience and Identity

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.