FreeWheel-了解未来的身份图谱-Get to Know the Identity Graph of the Future

GettoKnowtheIdentityGraphoftheFuture

Introduction

Thegrowthofstreamingandtherelatedexpansionofdynamicadinsertionhasdramaticallychangedhowmarketersaddresstheirtargetaudience.Moreandmoreadvertisingisbeingdeliveredagainstfinelytunedaudiencesegments.Identifying

individuals,households,andindividualsconnectedtothosehouseholdsispivotal.Addressabilityamongindividualsandhouseholdsprovidesmaximumflexibilityforaudiencetargeting,optimization,andmeasurementacrossvariousscreens.

Yet,advertiserscanstruggletofindtheirtargetaudienceinaworldwherecommondeviceidentifiersaredisappearing,andfirst-partyasotheridentifiersareproliferating.

Withthisguide,advertisersandpublisherswillgainadeeperunderstandingofthecurrentstateofidentityinprogrammaticadvertisingandhowidentitygraphsmustevolvetomeetthechangingneedsoftheadvertisingecosystem.Theguidealsodelvesintoadvancedconceptstiedtoidentity,suchastargeting,measurement,andattribution,andhowFreeWheelissettingthestageforthegraphofthefuture.

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TheAnatomyoftheLegacyGraph

Theidentitylandscapeinprogrammaticadvertisinghaschangeddramaticallyoverthelast10years.Theexplosionof

devicesandtheneedtocombinesmall-andlarge-screenvideotactics,hasmadeitcrucialforadvertiserstounderstandaudiences–andtheirassociatedhouseholdsanddevices.Havinganoverarchingviewofthehouseholdisakeyadvantageoverchannel-and/ordevice-specificsilos.Acompletehouseholdlevelperspectiveallowsthecreationofdeterministic

graphsthatarescaled,persistent,andflexiblebetweenscreens,whichcanzoomouttoabroaderhouseholdlevelordrilldowntospecificdeviceswithinthathousehold.Thisisthegraphofthefuture.

Butbeforewelookforwardtothisgraphofthefuture,let’sfirstexaminethemakeupoftheearlycross-devicegraphs.

DeterministicData:Identitydatathatisknowntobetruebasedonpersistent,uniqueidentifiersmatchedtocoreinformation,suchasconsumerlogin/accountinformation.

ProbabilisticData:Dataconstructedfroma“seed”truthsetandthenmodeledtoagivenconfidenceofbeingconnectedorby

observingproximityofdevicesandIDsovertimebylisteningtothebidstream.Thisdatatypeisinferred.

ABriefHistoryofIdentityGraphs

Consumershavemoreoptionsformediaconsumptionthaneverbefore,creatingacompoundingproblemforadvertiserslookingtotargettheircustomers.Enterthecross-devicegraphoridentitygraph.Technologycompaniesbuiltidentitygraphstoaggregateandresolvethesedisparatedevicelevelidentifierssothatadvertiserscouldmarkettorelevantaudiencesandtheirhouseholds,notjustuniquedevices.Thesegraphsmapdeviceandperson-levelidentifierstocreateaunifiedviewofauser’sidentitybygroupingtheirdevicesattheindividuallevelandthengroupingindividualsintohouseholds.

Thefirstwaveofidentitygraphsintroducedwerelargelyprobabilistic,modeled,andheavilyreliantonidentifiersandother

metadata

madevisibletotheadvertiser.Thegraphscommonlyconsistedoftheidentifiersbelow,whichhaveplayedanintegralroleinaddressabilityattheindividualandhouseholdlevels;however,eachhasspecificlimitations.Thisapproachalsodrewincreasedattentionfromregulatorsandconsumers,whofoundbeingtrackedacrossscreensanddomains,

withouttheabilitytooptout,unsettling.

IDSignalin

theBidstream

ProxyforIndividual

ProxyforHousehold

Signal-to-individual/householdmapping

Persistence

Scale

Third-partyCookie

X

Manycookies:individual

Low

Decliningrapidly,with

Chromeannouncing

deprecationinQ32024

MobileAdvertisingID

e.g.,IdentifierforAdvertisers(IDFA),AndroidAdvertisingID(AAID)

X

ManyMAIDs:individual

High,and

reducing

rapidly

Decliningrapidly,being

replacedbyalternate

solutionssuchasIdentifierforVendors(IDFV)

CTVIDs

X

ManyCTVIDs:household

High

Decliningrapidly

IPAddresses

X

OneIPaddress:household(atagiventime)

Low

DecliningrapidlyduetoIPmaskingandVPN

MACAddresses

X

FewMAC

addresses:household

High

Typicallynotavailable

Non-IDSignals

e.g.,contentsignals/location

X

Manysignals:individual

Varies

Inconsistentlevels

ofspecificity

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Connectingmessagingacrossmediumsisn’tnew.Identityresolutioninmarketinghasalonghistorybutbelowaresomekeymilestonesthatgotustowherewearetoday.

EARLY

2010s

MID

2010s

LATE

2010s

EARLY

2020s

Thefirstprobabilisticgraphsareconstructed

•Masssmartphoneadoptioncoincideswithmorepeopleusingmultiplebrowsersacrosspersonalandworkdesktopdevices,allowingforscaledprogrammaticadvertising.

•Mobileadtrackingandmorepersistentin-appdeviceIDsalongwithlocationsignals,serveasthecorebuildingblockofaunifiedprofile.

•Probabilisticgraphconstructionbecomesmoreaccurate,efficient,andcost-effectivewithadvancesindeeplearningandmassadoptionofcloudcomputing.

Gardenwallsgoup,deterministicgraphsscale,andcookiesbecomeendangered

•Thenumberofdevicesassociatedwithindividualsandhouseholdscontinuestogrow,makingithardertoensureoptimaladvertisingexperiencesacrossalltouchpoints.

•CookiedeprecationbeginsasSafariblocksthird-partycookieswithIntelligentTrackingPrevention(ITP).

•Walledgardenstaketheirproprietaryidentityandpublishingassetsin-house,creatingtheirowngraphstodifferentiatefromtheopenecosystem.

•Datamanagementplatforms(DMPs)thathistoricallyrelyoncommoditizedIDsbegintogivewaytocustomerdataplatforms(CDPs),whichcreatemorepersistentandunifieddatasets.

•Graphs(eventhosethatarehistoricallyprobabilistic)beginintegratingfirst-partydeterministicdata,suchashashedemail,tobecomemorepersistent.

CTVtakesoverandindependentplayersbandtogether

•MassadoptionofstreamingmakesTVdevicesincreasinglyrelevantindigitaladvertisingandacorrespondingmeteoricriseinCTVadvertisingexperiencesfollows.

•TheGeneralDataProtectionRegulation(GDPR)andCaliforniaConsumerPrivacyAct(CCPA)gointoeffect.Bothguaranteestrongprotectionforindividualsregardingtheirpersonaldata.OthercountriesandU.S.

statesfollowsuit.

•CookiedeprecationbeginsinearnestwithFirefoxandotherbrowsersblockingorsetting“donottrack”asthedefault.

•IDconsortiumsthatpoolfirst-andthird-partyassetsgaintractiontocombatwalledgardens.

•CDPsandothersadoptcleanroomtechnologytobecomemorecompliantandcombatIDdeprecation.

CommoditizedIDsendangeredandtheriseofthehousehold

•CTVscalesmassivelyduringCOVID,makinghousehold-leveltargetingimperative.

•ApplereleasesAppTrackingTransparencywithiOS14.5,whichrequiresconsentforin-apptracking,limitingtheefficacyofusingdeviceIDsfortrackingandendangeringprobabilisticgraphswithoutsignificantPIIassets.

•Acceleratedadoptionofstate-levelprivacyregulationscreatesadditionalcomplexitywhendevelopingsolutions.

•ThereductioninusableidentitysignalspassedinthebidstreamforprogrammaticdirectCTVdealsdecreasesavailablebuyerdecisioningandoptimizationcapabilities.

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DigitalIdentityandPrivacy

Withtheplethoraoftypesofidentifiers,it’seasytoseewhyadvertisershavedifficultyaligningtheirobjectivesacross

campaigns,channels,anddevices.Atthesametime,theincreasinguseoftheseuniqueidentifiersintheabsenceof

consumerprivacyguardrailshasintensifiedscrutinyfromregulators.Largetechnologyfirmshavebegunlimitingtheuseofthird-partyidentifierstraditionallyusedfortargetingandmeasurement(e.g.,third-partycookiesandmobileadvertisingIDs)makingitevenmorechallengingtoreachdesiredaudiencesandattributeadspend.

Whileregulatory,viewingbehavior,andindustry-wideshiftscreatenewchallengesformediacompanies,surveysshow

U.S.consumersdon’twanttostopreceivingadsforproductsofinterest.MorethanhalfofGenXandMillennialssurveyed

preferredadstailoredtotheirinterests,whilemorethan80%ofGenZrespondentssharedthatsamesentiment.1However,theywanttoensuretheirpersonalinformationisprotected.

TheIndustryResponse

Advertisersmustactthoughtfully.Respectingprivacywhileutilizingdatainamannerthatcreatesmorerelevantadexperiencesandenablesmoreaccuratetargetingandmeasurableadvertisingoutcomesisparamount.Inresponsetotheaforementionedchangeinprivacylandscapeandshifts,mediaorganizationslookingforalternativestolegacyidentifiersareusingfirst-,

second-,andthird-partydatatocreatetheirownidentifiers,whichcanalsobeappropriatelysharedwithadvertisers.

Examplesinclude:

•First-partyIDs:Advertisersandpublishersareuplevelingtheirfirst-partyassetsbytyingdeterministic,opted-in

individualdatatotheirownIDs.Thisapproachenablesadvertisersandpublisherstobuildmoredirectrelationshipswiththeircustomersbutit’shardtotrackcustomersacrosssites,apps,andendpoints,whichmakesithardto

understandreachandfrequencyandmeasureoutcomes.

•UniversalIDs:Ecosystemvendorsaredevelopingprivacy-friendly,alternativeIDsoftenrootedinauthentication-basedapproaches(e.g.,RampID,UID2.0).UniversalIDsarestillscalinganddonotyetworkonallendpoints,especially

convergedTV,makingrunningcross-screencampaignschallenging.

•Consortia:Ecosystemvendorsandpublishersarebandingtogethertocreateconsortiathatleverageacommon

identifier(i.e.,sameloginacrosssites).Whilethisapproachreducestherelianceonthird-partycookiesyncing,scaleislimitedtoparticipants.

Whilemostapproachesfocusontheindividual,theydonotfullysolveforwhereconsumerattentionhassplintered–

acrossmultiplescreens.NewwaysofviewinghavegivenrisetomanynewIDs,includingset-topbox(STB)andCTVIDs,inadditiontotraditionalsignalssuchasIPandMACaddresses.STBIDspresentaparticularchallengeinthattheyare

tightlycontrolledbyindividualdistributors,whichlimitstheabilitytodeliverunifiedcampaigns.Aholisticapproachiscriticaltoreaggregatingthescaleadvertisersneed.

1.“ShareofconsumerswholikedpersonalizedadsintheUnitedStatesasofMarch2022,bygeneration.”StatistaResearchDepartment,10Jan.2023.

/statistics/796167/us-internet-users-primary-attitude-personalized-video-ads/

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Trustedrelationshipswiththesupply-side

Enablingdeterministiclinkagesoffirst-partyIDsbetweenandacrossbuyersandsellersina

privacy-andcommercially-safeway

Honorsindividualchoice

Providesconsentandopt-outmechanismsforindividuals,placingthedecisiontoparticipate

directlyinthehandsofconsumers

WhattoLookForin

YourNextIdentityGraph

Identitygraphswillcontinuetoplayacrucialroleinsolvingthesechallenges,andallowadvertiserstoreachthescaletheyneed,byprovidinginformationaboutcross-deviceidentityandfacilitatingthefollowing:

•Onboardingcustomerrelationship

management-based(CRM)audiences

•Reachingaudiencesacrossdevicesandhouseholdsmoreaccurately

•Efficientlyplanningandforecasting

•Managingandreportingonreachandfrequency

•Attributingoutcomestospecificexposureevents

It’sincreasinglyimportantforadvertiserstochoosefuture-proofsolutionsthatarereliableandbuiltwiththenecessaryprivacyprotections.

Whileprobabilisticgraphsmayhavesufficedinthepast,theyarebuiltonidentifiersandmetadatathatarerapidlydisappearing.Newerstrategiesrelyonpersistent,deterministicidentifiersgatheredinfirst-partydatasetsthroughconsentedconsumerrelationships.Oneofthebiggesthurdlesisfindinganidentitygraphthatreliablyandaccuratelyresolvesalltheidentifiersrequiredtorunanomni-channelcampaignatscale.

Thesuccessfulgraphsofthefuturewillneedtohavethefollowingcharacteristics:

Household-levelidentitybakedin

Scaledabilitytodeterministicallystitchtogether

connectionsacrossmultipledevicesinmultiplelocationsandcontextsatboththepersonandhouseholdlevel

Multiplethird-partygraphintegrations

Astrongsetofpartnershipsandintegrationsintomultiplethird-partygraphsandidentityvendorsallowsforscaledaccesstoeventhehardest-to-reachconsumers

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70%

IMPROVEMENT

Fornow,inmostcases,programmaticadvertisingstillreliesoncommoditizedthird-partyIDssuchasIPaddresses,

deviceIDs,andcookiesduetotheirguaranteedinteroperabilitywithintheecosystem.However,IPaddressobfuscation,cookiedeprecationacrossinternetbrowserslikeChrome,Safari,Firefox,andothers,inadditiontoreducedin-app

trackinginiOS14andlater,meansthatprivacy-safe,first-partyalternativeswillbeneededtostrengthenaddressabilityfordemandsideplatforms(DSPs)inthefuture.Forexample,ProtectedAudienceAPI(FKAFLEDGE)releasedresults

demonstratingthatfirst-partyalternativesare90%asgoodascookiesandlikelywillsurpasstheminthefutureduetoIDlossfromthird-partycookiesyncs.2

Advertisersmustuseacombinationoffirst-partydataandabest-in-classidentitygraphthatisflexiblebetweendevice-andhousehold-levelusecasestotrackeffectivelyinthepost-commoditizedIDera.

GettoKnowthe

FreeWheelIdentityNetwork

TheFreeWheelIdentityNetwork,nowavailabletoFreeWheelcustomersusingTVPlatformandBeeswax,isthemost

robustall-screen,person-,andhousehold-levelidentitygraphintheUnitedStates.Groundedindeterministicdataandaprivacy-centricapproach,itcreatesinteroperabilityacrossthebestinfirst-,second-,andthird-partyIDsthroughaseriesofpartnershipstoa