Infutor adds solution to activate CTV campaigns
Infutor will resolve offline attributes to household CTV and other devices to deliver relevant and addressable audiences.
Consumer identity management platform Infutor has updated its Identity Resolution services to include a solution for activating connected TV ad campaigns. Using persistent household IP addresses, the solution not only resolves multiple data attributes to anonymized consumers, but can also deliver audiences for targeting across multiple devices associated with that address, extending CTV campaigns, for example, to mobile.
Why we care. As CTV continues to heat up as a marketing channel, Infutor weighs in with its privacy-sensitive database of 266 million US consumers across 120 million households. The value proposition lies in Infutor’s ability to resolve offline transactions and other behavioral attributes to a single profile of a consumer or a household. This makes it possible to identify audiences potentially in-market for certain products or services; then, using persistent IP addresses, to target them with some confidence across CTV and other devices.
“Persistent household IP addresses are critical for CTV advertising but most providers don’t have an effective offline linking capability or an adequate level of PII sensitivity. We decided to develop the solution internally to ensure the data and matching process is consistent with the diligent, industry-leading approach we use to compile and enhance our entire Identity graph,” said Infutor CEO Gary Walter in a release.
Identity resolution platforms: A snapshot
What it is. Identity resolution is the science of connecting the growing volume of consumer identifiers to one individual as he or she interacts across channels and devices.
What the tools do. Identity resolution technology connects those identifiers to one individual. It draws this valuable data from the various channels and devices customers interact with, such as connected speakers, home management solutions, smart TVs, and wearable devices. It’s an important tool as the number of devices connected to IP networks is expected to climb to more than three times the global population by 2023, according to the Cisco Annual Internet Report.
Why it’s hot now. More people expect relevant brand experiences across each stage of their buying journeys. One-size-fits-all marketing doesn’t work; buyers know what information sellers should have and how they should use it. Also, inaccurate targeting wastes campaign spending and fails to generate results.
This is why investment in identity resolution programs is growing among brand marketers. These technologies also ensure their activities stay in line with privacy regulations.
Why we care. The most successful digital marketing strategies rely on knowing your potential customer. Knowing what they’re interested in, what they’ve purchased before — even what demographic group they belong to — is essential.
Dig deeper: What is identity resolution and how are platforms adapting to privacy changes?
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About the author
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.