WHY IDENTITY MATTERS
ESSENTIALS: CLASS #2
Welcome back to the Go Addressable Certification program. For this class, Evan Shapiro is joined by guest lecturer Larry Allen, VP of Strategy for Freewheel, who will help us dive into the backbone of Addressable Advertising: Identity.
After you consume the content of this class (and Class #1), at the bottom of this page, look for the Addressable Advertising Quiz, where you can test your retention of the information of the first two classes, and receive our Addressable Advertising Certification Badge that you can share on LinkedIn and elsewhere!
WHAT IS IDENTITY AND WHY IT MATTERS
Today, consumers consume content and see ads across countless devices, platforms, and environments - in-home and out-of-home.
For advertisers, it is crucial to understand who viewers are, whether or not they are seeing the ads advertisers intend them to, and if those audiences are transacting based on those ads.
Marketers need to reach actual people. This may seem obvious, but when ads are exposed to bots, or lost to fraud, the cost of those ads is lost.
Additionally, ads which reach the wrong audiences are wasted.
So, knowing if a media buy is truly reaching the right consumers - likely buyers - is vital. Identity is what makes that possible.
Identity is the process of recognizing, connecting, and resolving data about viewers and households on the devices, channels, and apps where they consume content and relevant advertising.
HOW IDENTITY WORKS WITH ADDRESSABLE ADVERTISING
Addressable Advertising technology empowers household level targeting and measurement, which allows advertisers to ensure they are getting the return on ad spend (ROAS) and eliminate waste.
Identity is a compilation of detailed datapoints, available through Addressable technology, which proves that viewers in a home are real humans (not bots) and that they are a part of the advertiser’s chosen target of likely buyers.
Identity also allows marketers and their agencies to measure the effectiveness of their campaigns and determine if their ads resulted in conversion - or transactions.
Identity is comprised of deterministic data such as postal addresses, billing information, phone numbers, and email addresses connected to those data profiles.
NOTE: When we discuss identity, we do not mean the named identities of the target audiences. In in this instance, identity means hypothetical identity, generated from deterministic data and buying behaviors, collected from consumers, then privatized and anonymized.
Marketer and agencies utilize privacy compliant data in, after its been “cleaned,” so that consumer identities are entirely protected.
THE FOUR MAIN PILLARS OF IDENTITY
IDENTITY PROVIDERS
VARIOUS FORMS OF IDENTIFIERS
THE SCALE OF IDENTITY ACCURACY
VARIOUS FORMS OF DEVICE GRAPHS
HOW IDENTITY DATA CAN GET “WATERED DOWN”
WHY ACCURACY IS OFTEN OVERLOOKED
THE PROS AND CONS OF IDENTITY DATA TODAY
KEY TAKEAWAYS: WHY DETERMINISTIC IDENTITY MATTERS
Identity is the connective tissue for modern marketing.
Leveraging quality identity validates the advertising inventory marketers are buying, the audiences they want to reach, and outcomes they are (or are not) achieving.
Thank you for taking Class #2 in our Go Addressable Certification program!
You can now take our first Addressable Advertising Quiz to test your knowledge and receive our Addressable Advertising Certification Badge at the link below.
In the weeks ahead, we will be publishing four more Addressable Advertising Certification classes to deepen your knowledge. To ensure you are alerted to each class as soon as they post, subscribe now!
We want to know your thoughts about this program - so please comment with your feedback in the comments.
Cheers!
TEAM GO ADDRESSABLE
