SAN JUAN — Across the media business, the emergence of new TV platforms and new legal limits on ad targeting have sent people scrambling toward a single goal – creating people-based profiles that describe individual consumers in their entirety, not just the life they represent on individual devices.<\/p>\n
But, whilst adding consumers’ TV, video and over-the-top expressions in to that cross-device identity system may seem like an additional challenge, learning already developed from doing so for smartphones could help.<\/p>\n
That is the view of\u00a0Tim Jenkins, CEO of 4INFO<\/a>, a platform whose identity system enabled people-based marketing that draws a thread between consumers’ various device behaviors.<\/p>\n “We started solving this problem back in 2011 for the mobile industry where a marketer said, ‘If you can prove an impression received on a mobile device connection would drive somebody into a store and make a purchase, we’re all-in.’ Well, you had to be able to use location as one of the signals to be able to do that.<\/p>\n “That was really our secret sauce in how we pulled all those signals together for mobile and solved the problem.”<\/p>\n 4INFO uses what it calls Connected Identity Maps<\/a>\u00a0and its Bullseye ID, which starts by mapping a mobile device to a home address, a match key for other devices, too.<\/p>\n