But, what is an identity graph and why does it matter?
Simply, an identity graph is the collection of data points from disparate devices that, when pieced together, add up to indicate a single person’s holistic media behavior.
Identity resolution is the practice of doing that stitching together – and, increasingly, that stitching involves data from online TV consumption, according to Mari Tangredi, SVP of audience solutions and advanced TV at 4INFO, an identity resolution vendor.
Add to that mix conventional cookies from web browsers and the likes of 4INFO have what Tangredi, speaking with MTM co-founder Jon Watts for Beet.TV, calls a “pinwheel” of audience data.
4INFO itself uses what it calls Custom Connected Identity Maps (CCID) and its Bullseye ID, which starts by mapping a mobile device to a home address, a match key for other devices, too.
Whilst 4INFO’s underbelly is in mobile, the company had previously branched its identity graph system out to other platforms, like the new wave of TV devices.
Now the outfit has branched out from just offering its demand-side platform (DSP). Eighteen months ago, it decided to break out its identity technology, Tangredi.
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]]>That is the view of one ad-tech exec who says the emerging imperative is not to get more audience data but, rather to tie together existing available pieces in a better way.
“I think more data probably isn’t required,” Mari Tangredi, SVP of audience solutions and advanced TV at 4INFO, says in this video interview with Beet.TV.
“I think we’re at a place where maximising the data that you do have is kind of job one. I do think there is enough data probably out there now and tying it together accurately is probably the best thing to do.”
Tangredi was speaking as 4INFO announced a partnership with Inscape, a company which uses automated content recognition (ACR) to collect data on real TV show and ad viewership.
The tie-up means 4INFO will get to use specific show or ad viewing data, generated at a consumer’s device, and match it to any data set in near real-time.
Whilst 4INFO’s underbelly is in mobile, the company had previously branched its identity graph system out to other platforms, like the new wave of TV devices.
“Mobile is that person-based device,” Tagredi adds. “Going from mobile and then connecting all the other devices in the household, you’re starting at person-based, and then you can go up to household.”
]]>From a tactical standpoint, getting marketing data into mobile ad ID’s, IP addresses and connected TV ID’s will deliver “that targeting and measurement capability that you saw in digital into the TV space and then bridge the two to get at the cross-screen mechanism,” the SVP & GM, Audience Solutions, says in this interview at this week’s Beet.TV leadership forum titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World.
Asked by interviewer Ashley J. Swartz, CEO of Furious Corp., if a TV identity graph applies only to advanced, IP distribution platforms versus traditional linear TV buying that extends through additional platforms, Tangredi cites the creation of a universal ID.
That ID says “it’s this household with this persona who’s watching on a regular TV, a mobile device, maybe their desktop, maybe a PlayStation or a gaming console. So it’s creating that linkage.
“Think of it as linkage of bringing that altogether and hitting that person based on where they choose to watch,” Tangredi adds.
Swartz also wanted to know whether a tipping point where identity graphs drive more planning decisions will be driven by traditional TV buyers “expanding their skillsets and being curious and seeking to learn more” or by digital folks playing a more active role in television. “I think there’s a little bit of a turf war going on for that right now,” says Tangredi. “Certain TV companies or organizations will come out on top and certain digital folks will come out on top. But there definitely is a turf war right there right now.
“Which is good. It creates that desire to move things along faster.”
This video was produced in New York City at Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World, a Beet.TV Leadership Forum, presented by 4INFO and hosted by Viacom. For more videos from the series, please visit this page.
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