Identity Resolution for Connected Television Advertising

This case study outlines the functionalities of a connected television (CTV) advertising and measurement platform developed by Semcasting. The platform utilizes curated CTV inventory from various streaming services and aims to provide one-to-one attribution reporting for CTV, display, and native advertising. It emphasizes the importance of IP targeting for CTV, addressing the limitations of traditional cookies in mobile and CTV environments. The platform employs AudienceDesigner (ADS) for audience activation and enhances this with Semcasting's third-party data. A significant feature of the platform is the use of the IdentityXchange (IDX) API, which builds an identity graph that connects various identifiers to individuals and households across the United States. This allows for improved measurement and optimization of advertising campaigns. The IDX platform supports a scoring system that evaluates the currency and integrity of identifiers, ensuring accurate audience matching and performance measurement across multiple media platforms.