FreeWheel-了解未來(lái)的身份圖譜-Identity-Graph-of-the-Future-英

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