A New Mindset: Targeting with a Cross-Identity Approach
Identifiers are clustered at the household and individual level based on their deterministic and probabilistic associations to one another. A cross-identity approach to identity resolution combines these pseudonymized digital identifiers at the household and individual level to deliver relevant ads to consumers and drive meaningful results for advertisers.
Household
At the household level are IDs associated with specific devices and/or apps that are often used for content consumption by multiple people such as CTV and IP IDs.
Individual
Individual IDs are device-specific identifiers such as cookies, mobile ad IDs (MAID), hashed email addresses, phone number, CTV and IP IDs, and logins.
Deterministic
Deterministic identifiers have a high likelihood that a particular device belongs to a household or individual based on CTV and IP IDs, logins, cookies, email addresses, and other types of data.
Probalistic
Probalistic identifiers may indicate a likelihood of user identity based on some measure and magnitude—such as a solid, educated guess—based on available data sources.