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Get
toKnow
theIdentity
Graphof
theFutureIntroductionThegrowthof
streamingand
therelatedexpansionof
dynamicadinsertionhasdramatically
changedhow
marketersaddresstheir
target
audience.More
andmore
advertising
isbeingdelivered
against?nely
tunedaudiencesegments.
Identifyingindividuals,households,andindividualsconnected
to
thosehouseholdsispivotal.
Addressability
amongindividualsandhouseholdsprovides
maximum?exibility
foraudience
targeting,
optimization,
andmeasurement
across
various
screens.Yet,
advertisers
canstruggle
to?nd
their
target
audienceinaworldwhere
commondevice
identi?ers
are
disappearing,and?rst-party
asother
identi?ers
are
proliferating.With
thisguide,advertisersandpublishers
willgainadeeper
understandingof
thecurrentstateof
identity
inprogrammaticadvertisingandhow
identity
graphsmustevolvetomeet
thechangingneedsof
theadvertisingecosystem.
The
guidealsodelves
into
advanced
concepts
tied
toidentity,
suchas
targeting,
measurement,
andattribution,andhowFreeWheel
issetting
thestagefor
thegraph
of
thefuture.?
FreeWheel,
AComcastCompany.Allrightsreserved.|
2The
Anatomy
of
theLegacy
GraphThe
identity
landscapeinprogrammatic
advertising
haschangeddramatically
over
thelast10
years.
The
explosion
ofdevicesand
theneed
tocombinesmall-andlarge-screen
video
tactics,hasmadeitcrucial
for
advertisers
tounderstandaudiences–and
their
associatedhouseholdsanddevices.Havinganoverarching
view
of
thehouseholdisakeyadvantageoverchannel-and/or
device-speci?csilos.
A
completehouseholdlevelperspectiveallows
thecreationof
deterministicgraphs
thatarescaled,persistent,and
?exiblebetweenscreens,
whichcanzoomout
toabroader
householdlevelor
drilldowntospeci?cdeviceswithin
that
household.
This
is
thegraph
of
thefuture.Butbeforewe
look
forwardto
thisgraph
of
thefuture,
let’s?rstexaminethemakeup
of
theearly
cross-device
graphs.Deterministic
Data:
Identity
data
that
isknowntobe
truebasedonpersistent,
uniqueidenti?ersmatched
tocore
information,
suchasconsumerlogin/account
information.Probabilistic
Data:
Data
constructed
from
a
“seed”
truthset
andthenmodeled
toa
given
con?dence
of
beingconnectedorbyobservingproximity
of
devices
andIDsovertime
by
listening
tothebidstream.
This
data
typeisinferred.A
Brief
History
of
Identity
GraphsConsumershave
more
optionsformediaconsumption
thaneverbefore,
creating
a
compoundingproblemforadvertiserslooking
to
target
their
customers.Enter
thecross-devicegraphor
identity
graph.
Technology
companiesbuiltidentity
graphstoaggregateandresolve
thesedisparatedevicelevelidenti?ersso
thatadvertiserscouldmarket
torelevantaudiencesandtheir
households,notjustuniquedevices.
Thesegraphsmapdeviceandperson-levelidenti?ers
tocreateauni?ed
view
of
auser’s
identity
bygroupingtheir
devices
attheindividuallevel
and
thengrouping
individualsinto
households.The?rst
wave
ofidentity
graphs
introduced
were
largely
probabilistic,
modeled,andheavily
reliant
onidenti?ers
andothermetadata
made
visible
to
theadvertiser.The
graphs
commonly
consistedof
theidenti?ers
below,whichhave
played
anintegral
role
inaddressability
attheindividualandhouseholdlevels;
however,
eachhasspeci?climitations.
This
approachalsodrewincreased
attentionfrom
regulators
andconsumers,
whofound
being
tracked
across
screens
anddomains,without
theability
toopt
out,unsettling.IDSignalintheBidstreamProxy
forIndividualProxy
forHouseholdSignal-to-individual/householdmappingPersistenceScaleThird-party
CookieXMany
cookies:individualLowDecliningrapidly,
withChromeannouncingdeprecationinQ32024Mobile
AdvertisingIDXMany
MAIDs:individualHigh,andreducingrapidlyDecliningrapidly,beingreplacedbyalternatesolutionssuchasIdenti?erfor
Vendors(IDFV)e.g.,
Identi?er
for
Advertisers(IDFA),Android
AdvertisingID(AAID)CTV
IDsXXMany
CTV
IDs:householdHighLowDecliningrapidlyIP
AddressesOneIP
address:household(at
agiven
time)Decliningrapidly
due
toIP
maskingand
VPNMAC
AddressesXFewMACaddresses:householdHighTypically
notavailableNon-IDSignalsXMany
signals:individualVariesInconsistentlevelsof
speci?citye.g.,
content
signals/location?
FreeWheel,
AComcastCompany.Allrightsreserved.|
3Connectingmessagingacross
mediumsisn’t
new.
Identity
resolution
inmarketing
hasa
longhistory
butbeloware
somekeymilestones
that
got
us
to
wherewe
aretoday.EARLY2010sThe?rst
probabilisticgraphs
are
constructed???Masssmartphoneadoptioncoincides
withmore
peopleusingmultiplebrowsers
across
personaland
workdesktopdevices,
allowingforscaledprogrammatic
advertising.Mobilead
trackingandmore
persistentin-app
device
IDsalong
withlocationsignals,serve
as
thecorebuildingblockofa
uni?edpro?le.Probabilisticgraph
constructionbecomesmore
accurate,e?cient,andcost-e?ectivewithadvances
indeeplearningandmassadoptionofcloudcomputing.MID2010sGarden
walls
goup,
deterministicgraphs
scale,andcookiesbecomeendangered?The
number
ofdevices
associated
withindividualsandhouseholdscontinuestogrow,
makingitharder
toensure
optimaladvertisingexperiencesacross
all
touchpoints.??CookiedeprecationbeginsasSafari
blocksthird-party
cookies
withIntelligent
Tracking
Prevention
(ITP).Walled
gardenstaketheir
proprietary
identity
andpublishingassetsin-house,creatingtheir
own
graphstodi?erentiatefromtheopenecosystem.??Datamanagementplatforms
(DMPs)thathistorically
rely
oncommoditizedIDsbegin
togiveway
tocustomerdataplatforms
(CDPs),whichcreate
more
persistentanduni?eddatasets.Graphs(eventhose
thatare
historically
probabilistic)
beginintegrating?rst-party
deterministicdata,suchashashedemail,
tobecomemore
persistent.LATE2010sCTV
takes
overandindependentplayers
band
together??MassadoptionofstreamingmakesTV
devices
increasingly
relevant
indigitaladvertisinganda
correspondingmeteoricriseinCTV
advertisingexperiencesfollows.The
General
Data
Protection
Regulation
(GDPR)
andCalifornia
Consumer
Privacy
Act
(CCPA)
gointo
e?ect.Both
guarantee
strong
protection
for
individualsregarding
their
personaldata.
Other
countries
andU.S.states
follow
suit.?Cookiedeprecation
beginsinearnest
withFirefox
andother
browsers
blockingor
setting
“do
not
track”
asthedefault.??IDconsortiums
thatpool?rst-
and
third-party
assetsgain
tractiontocombatwalled
gardens.CDPsandothersadoptcleanroomtechnology
tobecomemore
compliantandcombatIDdeprecation.EARLY2020sCommoditizedIDsendangered
and
theriseof
thehousehold??CTV
scalesmassively
duringCOVID,
makinghousehold-leveltargeting
imperative.Applereleases
App
TrackingTransparency
withiOS14.5,whichrequires
consentforin-apptracking,limitingthee?cacy
ofusingdeviceIDs
for
trackingandendangeringprobabilisticgraphs
withoutsigni?cantPIIassets.??Acceleratedadoptionof
state-levelprivacy
regulationscreatesadditionalcomplexity
whendevelopingsolutions.The
reductioninusableidentity
signalspassedin
thebidstreamforprogrammatic
direct
CTV
dealsdecreasesavailable
buyerdecisioningandoptimizationcapabilities.?
FreeWheel,
AComcastCompany.Allrightsreserved.|
4DigitalIdentity
andPrivacyWith
theplethora
of
typesofidenti?ers,
it’s
easy
tosee
whyadvertisers
have
di?culty
aligning
their
objectives
acrosscampaigns,channels,anddevices.At
thesame
time,
theincreasing
useof
theseuniqueidenti?ers
in
theabsenceofconsumer
privacy
guardrails
hasintensi?ed
scrutiny
from
regulators.
Largetechnology
?rmshave
begunlimiting
theuseof
third-party
identi?ers
traditionally
usedfor
targeting
andmeasurement
(e.g.,third-party
cookiesandmobileadvertisingIDs)
makingiteven
more
challenging
toreach
desired
audiencesandattribute
adspend.Whileregulatory,viewing
behavior,
andindustry-wide
shiftscreate
newchallengesformediacompanies,surveys
showU.S.
consumersdon’twanttostopreceiving
adsforproducts
ofinterest.
Morethanhalf
ofGenX
andMillennialssurveyedpreferred
ads
tailoredto
their
interests,
whilemorethan80%ofGenZ
respondents
sharedthat
samesentiment.1However,they
wanttoensuretheir
personalinformation
isprotected.The
Industry
ResponseAdvertisers
mustact
thoughtfully.
Respecting
privacy
whileutilizingdata
ina
manner
that
creates
more
relevant
adexperiencesandenablesmoreaccurate
targetingandmeasurableadvertisingoutcomesisparamount.Inresponse
to
theaforementionedchangeinprivacy
landscapeandshifts,mediaorganizationslooking
for
alternatives
tolegacy
identi?ersareusing
?rst-,second-,and
third-party
data
tocreate
their
ownidenti?ers,
whichcanalsobeappropriately
shared
withadvertisers.Examples
include:?
First-party
IDs:Advertisers
andpublishersare
uplevelingtheir
?rst-party
assets
by
tyingdeterministic,opted-inindividualdatato
their
own
IDs.
This
approach
enablesadvertisers
andpublishers
tobuildmore
direct
relationshipswith
their
customersbutit’s
hardto
trackcustomersacross
sites,apps,andendpoints,
whichmakes
ithardtounderstandreach
andfrequency
andmeasure
outcomes.?
UniversalIDs:Ecosystem
vendorsare
developingprivacy-friendly,
alternativeIDsoftenrootedinauthentication-basedapproaches
(e.g.,
RampID,
UID2.0).
Universal
IDsare
stillscalinganddonot
yetworkonallendpoints,
especiallyconvergedTV,
makingrunningcross-screen
campaignschallenging.?
Consortia:
Ecosystem
vendors
andpublishersare
banding
together
tocreate
consortia
that
leverage
a
commonidenti?er
(i.e.,sameloginacross
sites).While
thisapproach
reducesthereliance
on
third-party
cookiesyncing,
scaleislimited
toparticipants.Whilemostapproachesfocus
on
theindividual,
they
donotfully
solvefor
where
consumer
attention
hassplintered
–across
multiplescreens.
New
ways
of
viewing
have
given
rise
tomany
newIDs,includingset-top
box
(STB)
andCTV
IDs,inaddition
to
traditional
signalssuchasIP
andMAC
addresses.
STB
IDspresent
a
particular
challengein
thattheyaretightly
controlled
byindividualdistributors,
whichlimits
theability
todeliver
uni?edcampaigns.
Aholisticapproach
iscritical
toreaggregatingthescaleadvertisers
need.1.
“Share
ofconsumerswho
liked
personalized
ads
inthe
United
States
as
ofMarch
2022,
by
generation.”
Statista
Research
Department,10
Jan.
2023.
/statistics/796167/us-internet-users-primary-attitude-personalized-video-ads/?
FreeWheel,
AComcastCompany.Allrightsreserved.|
5What
toLook
For
inYour
Next
Identity
GraphIdentity
graphs
willcontinue
toplay
a
crucialrole
insolving
thesechallenges,andallowadvertiserstoreachthescalethey
need,byproviding
information
aboutcross-device
identity
andfacilitating
thefollowing:?
Onboarding
customer
relationshipmanagement-based
(CRM)
audiences?
Reaching
audiencesacross
devices
andhouseholdsmore
accurately?
E?ciently
planningandforecasting?
Managingandreporting
onreach
andfrequency?
Attributing
outcomes
tospeci?cexposure
eventsIt’s
increasingly
importantforadvertiserstochoosefuture-proofsolutions
that
are
reliable
andbuilt
with
thenecessaryprivacy
protections.Whileprobabilistic
graphs
may
have
su?cedin
thepast,
they
are
builtonidenti?ers
andmetadata
that
are
rapidlydisappearing.Newer
strategies
rely
onpersistent,
deterministicidenti?ers
gathered
in
?rst-party
datasets
throughconsented
consumer
relationships.
Oneof
thebiggesthurdles
is?ndinganidentity
graphthat
reliably
andaccuratelyresolves
all
theidenti?ers
required
torunanomni-channelcampaignat
scale.The
successfulgraphs
of
thefuture
willneedtohavethefollowingcharacteristics:Household-level
identity
baked
inTrusted
relationships
with
thesupply-sideScaledability
todeterministically
stitch
togetherconnectionsacrossmultipledevicesinmultiplelocationsandcontexts
at
boththepersonandhouseholdlevelEnablingdeterministiclinkages
of
?rst-party
IDsbetween
andacross
buyers
andsellersinaprivacy-
andcommercially-safewayMultiple
third-party
graph
integrationsHonorsindividualchoiceA
strongsetof
partnershipsandintegrationsintomultiplethird-party
graphsandidentity
vendorsallows
for
scaledaccess
toeventhehardest-to-reach
consumersProvides
consent
andopt-out
mechanismsforindividuals,placing
thedecision
toparticipatedirectly
in
thehandsofconsumers?
FreeWheel,
AComcastCompany.Allrightsreserved.|
6Fornow,
in
mostcases,
programmatic
advertising
stillrelies
on
commoditized
third-party
IDssuch
as
IP
addresses,device
IDs,
andcookiesdue
to
their
guaranteed
interoperability
within
the
ecosystem.
However,
IP
address
obfuscation,cookiedeprecation
across
internet
browsers
like
Chrome,
Safari,
Firefox,
and
others,inaddition
toreduced
in-apptracking
in
iOS14
and
later,
means
that
privacy-safe,?rst-party
alternatives
willbeneeded
tostrengthen
addressabilityfordemandsideplatforms
(DSPs)
in
the
future.
Forexample,
Protected
Audience
API
(FKA
FLEDGE)
released
resultsdemonstrating
that
?rst-party
alternatives
are
90%
asgoodascookiesand
likely
will
surpass
themin
the
future
due
toIDloss
from
third-party
cookiesyncs.2Advertisers
mustuse
a
combination
of
?rst-party
data
anda
best-in-class
identity
graph
that
is
?exible
betweendevice-
and
household-level
use
cases
to
track
e?ectively
in
the
post-commoditized
IDera.Get
toKnow
theFreeWheel
Identity
NetworkThe
FreeWheel
Identity
Network,
now
available
toFreeWheel
customersusing
TV
Platform
andBeeswax,
is
themostrobust
all-screen,
person-,andhousehold-level
identity
graph
in
theUnitedStates.
Grounded
indeterministicdata
andaprivacy-centric
approach,
itcreates
interoperability
acrossthebestin?rst-,
second-,and
third-party
IDs
through
a
seri
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