Highlights from the Identity and Measurement Panel at SAS 2024.

Natalie Kansteiner from The Trade Desk and Adam Lobelson from S&P Global Mobility emphasize the importance of identity graphing in navigating a privacy-compliant future for digital advertising. This technology is already proving crucial for cross-channel measurement and effective targeting on streaming platforms.

The Household Graph is a graphical representation that outlines the relationships and connections among all the individual internet-connected devices living under one household or location, maintaining a log of all advertising exposures. This technology resolves identities to effectively target consumers across unclickable, cookieless streaming devices like Connected TVs and Bluetooth speakers, then deterministically links those streaming touchpoints to online and offline conversions from other household devices.

This technology utilizes a variety of privacy-compliant IDs and signals to seamlessly identify and connect devices. S&P Global Mobility and The Trade Desk employ highly effective identifiers like UID 2.0 to build their identity graphs. Despite the rise in privacy regulations challenging the past decade of digital advertising, advancements in data and technology are forging more secure and reliable methods for identity resolution.

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