Omnichannel Identity Resolution
With the push to digital engagement, media and publishing companies need to increase the value of their media inventory through improved addressability and audience targeting. The key to unlocking this challenge lies with omnichannel identity resolution, the ability to link unauthenticated site traffic to digital subscribers, or analytically driven anonymous profiles of non-subscribers using 3rd party identity data.
Develop or materially enhance your in-house 1st party graph.
Audience Acuity enables media firms to develop, or materially enhance, an in-house first party graph of their engaged consumer audience from across all its distribution platforms using our privacy-compliant Super Identity Graph as the connective mechanism. This becomes a single, private, persistent consumer profile that generates addressability while maintaining your own intellectual property, post-cookie.
Link non authenticated traffic to subscribers
Increase the value of media inventory
Improve ad targeting
How It Works
Use the details to the right Per audience member, in PII and/or non-PII formats, to drive enhanced ad unit creation, enabling the media firm to identify and contextually interact with consumers across platforms. Ultimately, this supports interoperability between company assets, platforms, and digital properties.to get ahold of us.
Current media match rates:
- Validated PII matched to client CRM data: 75 – 88%
- Client CRM opt-in emails and CTR match our SIG: 60 – 80%
- Client phone data matches our SIG: 48 -74%
- Client 1st party ID’s(cookies) match to our AA ID: 67 – 72% when using our proprietary JS tag.
- If a 1st party graph initiative is in place, adding our data layer has proven to improve identity resolution by approximately 18% at MAID match, and over 30% when other channels are matched, in existing initiatives.
Key Trends in Media & Publishing We Enable
Post 3rd Party Cookie, In-house Data Asset
The media firm will have a post-cookie in-house data asset for ad targeting. When the cookie is retired, our data and all linkage it enables will still support individual ad targeting, given that our graph is a table of deterministically matched combinations built on offline PII that have Hashed Email (HEM) and Mobile AD ID (MAID) pairs with supporting IP linked, phone data, social data, a digital behaviors table and a consumer data table with 500 behavioral data points linked by a persistent ID.
Enhanced Ability to Track Consumer Engagement
Enhanced ability to track consumer engagement at the audience member level will enable media firms to make editorial content and content bundling decisions based upon engagement data in combination with an audience member profile allowing for dynamic content presentment and incremental behavioral-based, addressable ad units.
Addressable Omnichannel Audiences
Across all in-house and external Advertising Platforms, working from offline to digital or digital to offline. Our data provides a structure with detailed consumer profile insight on 400 million digital identities that map to 240 million profiles across the US adult population with insights on 15 categories of descriptive consumer data such as transactional activity and observed consumer engagement, automotive ownership, reading behavior, and interests, household composition, financial situation, real estate ownership, and donor behavior to enable the development of targetable audiences for content bundles, streaming services, advertising for sports betting, etc.
Market Attribution for Media & Publishing
Data points in the graph that results from the combination of a media firms 1st party data, blended with our vast and diverse 3rd party SIG, can be used to support advertiser attribution that ad spends with the media firm drove transactions.