Published on May 20, 2024
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At last! Seamless identity resolution and deterministic attribution for Connected TV and Digital Audio advertising thanks to the Household Graph.
Connected TV (CTV) and Digital Audio targeting and attribution can be tricky. Although these channels are superior in terms of engagement and performance, targeting your exact consumers and measuring cross channel attribution is no easy feat.
This is largely because third-party audience data used to create our audiences initially collects mobile, tablet, and desktop device IDs, so targeting these users on their CTV and Bluetooth devices gets complicated. For attribution, these channels don’t allow for direct click throughs (when a person clicks directly on an ad and is redirected to the ad’s website) like search engine or social media ads. A viewer cannot click on a Connected TV ad and be redirected to the website from the TV. This creates visibility gaps in streaming attribution where marketers cannot properly monitor consumers across their devices or deterministically link their streaming touchpoints to exact conversions.
EMG has solved this targeting mismatch and attribution visibility hole through our targeting and one-to-one attribution solution, largely thanks to the Household Graph. This is an industrywide term that is effective at resolving identity mismatches and bridging visibility gaps for unclickable mediums (like TVs and Bluetooth devices). To understand the impact the Household Graph has on streaming visibility, let’s deep dive into what it is and how it works.
A great question for understanding an important technology in advertising attribution. The Household Graph (HH Graph) is a graphical representation that outlines or “graphs” the relationships and connections among all the individual internet-connected devices living under one household. This graph creates a relationship between every connected device in a home and maintains a log of all advertising exposures to any device in the household. This helps advertisers see all the devices living under one roof and be able to link cookie-less CTV and audio devices to that user’s other devices (mobile phone, desktop) to target them initially, then follow them through their online and offline activities post exposure.
More specifically, this technology uses the internet within a household to access all the devices living under one home via IP address, dwell time, and Bluetooth. It stitches the different user IDs for each device to one household, recognizing that the CTV and Alexa device are used by the same household that owns the trackable mobile and tablet device(s). This graphing intelligence allows advertisers to target CTV and Bluetooth devices with first, second, and third-party data and permits visibility into ad exposures and related activities on other devices for cross-channel attribution.
The HH Graph is leveraged in both targeting and attribution solutions, giving EMG granular insight into household level user dynamics and activities.
The HH Graph is a key component in our audience and targeting solution, creating a basis to identify the users to target. Essentially, the HH Graph helps the Demand Side Platforms (DSP) determine whether a user’s CTV or Bluetooth device is a match to a user in our audience segments. Since the audience data we collect identifies users’ mobile, tablet, or desktop IDs, and the ad avail (or ad impression up for bid) is from a CTV or Bluetooth device, the HH Graph allows the DSP to determine whether the CTV device ID for the ad avail belongs to the same household as a mobile, desktop, or tablet ID in our active audience segment record.
Think of the HH Graph as the “bouncer,” deciding who gets let in (served an ad) or rejected. By understanding the relationships between multiple devices in one household, the graph can delegate which CTV and Bluetooth users match our audience records, ensuring only targeted households are served CTV or digital audio ads.
Now flipping to the other side of the coin, the HH Graph allows us to measure deterministic, cross-channel attribution. EMG measures the online activities of every individual who was served an ad thanks to the HH Graph and tracking pixels. EMG also measures the offline physical dealership arrivals of every targeted individual with geographic tracking technology from our location data provider. Using the HH Graph, EMG can attribute online and offline conversions to the streaming campaign’s touchpoints by linking the mobile or desktop device that tracked the conversion to that household’s CTV and audio devices. It tracks the customer journey from the initial ad delivery to a dealership walk-in or website visit on any device tied to the household.
Offline:
Online:
Simply put, the HH Graph performs identity resolution across devices and identifiers and bridges the visibility gap for unclickable mediums, allowing advertisers to measure cross-channel attribution. It helps the DSP properly match audience user IDs to CTV and Bluetooth IDs for household level, cross-device targeting. Plus, the ability to follow a consumer from their completed impression on a CTV to when they walk onto a dealership lot or visit the website gives EMG’s campaigns completely deterministic attribution. With the elimination of third-party data cookies not far away, this identity resolution solution will also allow EMG to seamlessly maintain performance in a cookie-less streaming ecosystem.
By leveraging the HH Graph, EMG transparently reports that the campaign targeted a household in their audience record, that the targeted household saw the ad, and that they showed up at a dealership or visited the website “x” days later. We deterministically credit the physical walk-in or website visit to the streaming campaign’s touchpoints.
Dealerships can (1) see exactly how their campaigns impacted sales and leads, and (2) EMG has the attribution data necessary to further optimize their campaigns for further performance improvement.
To gain access to advanced identity resolution and a deterministic, cookie-less streaming attribution solution leveraging the HH Graph, contact EMG and launch your campaign for no starting cost.
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