"Advertisers ask for maximum match rates because that's how they deliver scale. The higher the match rate, the looser the definition of a 'match.' And the looser the definition, the less reliable the audience."
"If you have a high, impressive match rate but the foundation is unstable, everything built on top of it collapses, including targeting, frequency management, attribution and marketing impact."
"The heart of the issue is a misaligned incentive structure that favors maximum segment size over precision. If you inflate match rates by accepting weak signals, outdated data and probabilistic stitching, you get bigger numbers on paper and weaker performance in reality."
Truthset revealed that IP-to-postal matches are only 13% accurate, indicating a significant issue in connected TV advertising. The industry has equated scale with truth, focusing on match rates rather than accuracy. High match rates often result from loose definitions, leading to unreliable audience data. Many identity graphs incorrectly treat IP addresses as household identifiers, causing further inaccuracies. The incentive structure favors larger segment sizes over precision, resulting in inflated match rates and poor performance. To improve, the industry must regularly refresh household-to-IP associations and prioritize accuracy.
Read at AdExchanger
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