CANNES — Over the last year, one new set of technology has risen in ad-tech buzzphrase prominence – the “identity graph’.<\/p>\n
But, what is an identity graph and why does it matter?<\/p>\n
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.<\/p>\n
Identity resolution<\/em> 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.<\/p>\n 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.<\/p>\n 4INFO<\/a> itself uses what it calls Custom Connected Identity Maps (CCID)\u00a0<\/a>and its Bullseye ID, which starts by mapping a mobile device to a home address, a match key for other devices, too.<\/p>\n Whilst\u00a04INFO\u2019s underbelly is in mobile<\/a>, the company had previously branched its identity graph system out to other platforms, like the\u00a0new wave of TV devices<\/a>.<\/p>\n 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.<\/p>\n\n