"If you're using IP addresses as an identity signal for connected TV advertising, you're doing it wrong. Or more accurately, you're probably getting wrong identity matches. IP addresses are effectively the CTV version of the web's cookie. They are often used to match to other, more deterministic forms of identity, like email addresses and even mailing addresses. That way a brand can track if someone saw a brand's CTV ad and then logged into its site to purchase a product."
""In order to assign an audience attribute to a connected television device, you have to go through three or four match processes in the data supply chain, each of which introduces probably a minimum of 50% error," said Truthset CEO Scott McKinley. The error rate goes way beyond 50% for some match types, though. 84%: Error rate for IP-to-email matches. 87%: Error rate for IP-to-mailing address matches. Matching email addresses to mailing addresses gets it wrong 49% of the time. Across 25 demographic categories, the company found an average error rate of 55%."
Truthset compared identity matches from 22 data providers against a 1.4 million-person research panel and analyzed identity data across 85 million U.S. adults over five years. IP addresses serve as a common CTV identity signal and are routinely matched to deterministic identifiers like email and mailing addresses. The study found extremely high error rates: 84% for IP-to-email and 87% for IP-to-mailing-address matches, with an average 55% error across 25 demographic categories. Multiple matching steps in the data supply chain amplify inaccuracies, and even demographic and behavioral segments show frequent errors.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]