Written by wpengine
Some ad platforms have even tried to outsmart some of the platforms by redirecting users to their own site before a marketer/advertiser’s ad impression runs. This way they can set a cookie and store the data locally. By definition this would be a first-party cookie. But platforms are getting wise to these types of work arounds. Apple recently cut off local storage with the release of ITP 2.3.
In a CTV environment it is much more difficult to target without cookies. A people-based identifier is needed. An ad platform can then take the people-based id’s and link them back to the data sources without a cookie. Leading OTT/CTV ad platforms such as Sinclair’s CompulseOTT are utilizing this technology through tech partner Live Ramp. Live Ramp’s deterministic ID graph, called “Identitylink”, uses IP’s and device ID’s (IDL’s) to link these data sets. It solves for the problem of no cookies in CTV.
Interestingly, the match rates in CTV utilizing this method are even more accurate than cookie-based solutions. ComScore recently conducted a study where they measured Live Ramp’s device linkage against a panel of 13.6 million verified devices and individuals. The sample showed a 95.3% accuracy of correct matches.
For those advertisers that are using some ad platforms that were born in traditional mobile and desktop digital ad platforms where cookies were prevalent – BE CAREFUL. Many of these operators have now pivoted resources to chase the OTT/CTV growth – BE CAREFUL. If your looking to purchase CTV ad impressions that have the best potential match rate for 3rd party data segments then the backend tech stack the platform is using to identify the IP’s and device ID’s is really important.
Here are some questions to ask:
1. How do you target in CTV?
2. How do you get your Id graph
3. How often is your graph refreshed
4. Do you have permission from the platforms to gather this information for your ID graph
5. What percentage of your OTT is CTV only(remember cookies don’t work in CTV)
6. What data providers do they work with and have direct relationships with
While using targeting in OTT/CTV can be complicated, working with a reputable provider who is using trusted vendors, trusted data and transparent reporting in their tech stack makes it easier.
If you have questions on accurate data targeting in CTV let’s have a conversation.
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