While a \u201cTV identity graph\u201d may sound simple, it consists of a whole lot more than television sets. To the tune of some 6.9 connected screens in the average household, according to 4INFO CEO Tim Jenkins.<\/p>\n

\u201cIt\u2019s interesting that somebody would try to separate television from the broader identity ecosystem,\u201d Jenkins says in this interview with Beet.TV contributor and Furious Corp. CEO Ashley J. Swartz.<\/p>\n

\u201cWhen we talk about a TV identity graph, what we really mean is the ability to be able to get to all the devices, including connected televisions as well as digital devices, within the same household using something other than cookies to get to it,\u201d says Jenkins<\/a>.<\/p>\n

\u201cIt allows you to do that one to one identification of all of those devices that people are actually viewing TV content through and being able to pull them together into a single audience.\u201d<\/p>\n

4INFO<\/a> acts as \u201cconnective tissue\u201d across some 500 million screens in 92 million households while serving as a match or onboarding partner for marketers.<\/p>\n

Founded in 2004 with a focus on mobile search via text messaging, 4INFO will sponsor the Beet.TV half-day Leadership Forum<\/a> titled Identity in Focus: Understanding the Cross-Screen Consumer in a Fragmented World on March 5, hosted by Viacom at the company\u2019s studios at 1515 Broadway in Manhattan. It will feature about a dozen industry leaders and an invitation-only audience of fewer than 100.<\/p>\n

Jenkins says 4INFO\u2019s overriding goal at the event is to educate the marketplace.<\/p>\n

\u201cWhat we\u2019re really hoping we can do from a thought leadership standpoint is just trying to get people to understand how to use an identity graph to make what we call addressable TV space successful,\u201d he says. \u201cWhat we have found is there is a real lack of understanding about the scale in the space, how you actually make it work, what kind of business outcomes people can measure and what role identity plays in pulling all that together. We hope to be able to educate folks at a much deeper level.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

While a \u201cTV identity graph\u201d may sound simple, it consists of a whole lot more than television sets. To the tune of some 6.9 connected screens in the average household, according to 4INFO CEO Tim Jenkins. \u201cIt\u2019s interesting that somebody would try to separate television from the broader identity ecosystem,\u201d Jenkins says in this interview […]<\/p>\n","protected":false},"author":17,"featured_media":58935,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[5088,7695,7696,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58933"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=58933"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58933\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58935"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58933"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58933"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58933"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}