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Inventory
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Reporting
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Attribution
Measure attributed online and offline conversions
Published on May 20, 2024
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Connected TV (CTV) and streaming audio are unmatched in engagement and performance, but accurately targeting consumers and measuring cross-channel attribution on streaming can feel like throwing a dart with a blindfold on.
The challenge arises because audience data is typically gathered from mobile, tablet, and desktop device IDs, which complicates targeting when those users shift to CTV or Bluetooth devices. Plus, unlike search or social ads, CTV and audio ads don’t come with click-through features like search or social ads do, so users can’t hop directly from their TV or speaker to a website. This creates attribution blind spots, where marketers struggle to connect the dots between devices and track conversions accurately.
Enter the Household Graph—the brains behind modern identity resolution. By leveraging this technology, EMG has successfully resolved streaming’s targeting mismatches and attribution holes.
The Household Graph (HH Graph) is the ultimate security checkpoint. This graph maps the relationships between all internet-connected devices within a household—such as mobile phones, desktops, and Connected TVs—logging their advertising exposures. This enables precise, scalable audience resolution and allows marketers to track cross-device consumer behavior after the ad exposure.
Using household internet connections, IP addresses, and Bluetooth, the HH Graph stitches together different device IDs into a single household profile. This intelligence enables advertisers to target CTV and Bluetooth devices using first, second, and third-party data while also gaining visibility into cross-channel activities for accurate attribution.
EMG uses the HH Graph for both targeting and attribution, offering granular insights into household-level user behavior.
The HH Graph is crucial for effective audience targeting. It helps Demand Side Platforms (DSPs) determine if a CTV or Bluetooth device ID matches a user ID in our target audience segments, which are typically built from mobile, desktop, or tablet data. In essence, the HH Graph acts like a bouncer—instantly determining whether a household qualifies to receive a CTV or streaming audio ad based on its match to an audience ID in our system. No underage IDs allowed!
On the attribution side, the HH Graph enables EMG to track deterministic, cross-channel attribution. By monitoring activities across all household devices, EMG can link conversions—both online and offline—to the original streaming ad exposure. For offline attribution, geographic tracking technology records dealership visits, while online attribution is captured via tracking pixels that log website interactions. The HH Graph matches these conversion events from other household devices back to the household’s CTV or audio devices that served the initial ad, creating a seamless attribution chain.
Offline Attribution:
4. Later, a mobile device from the HH Graph visits a dealership and triggers a geo-fence breach.
5. The visit is logged and matched to a user ID in the campaign.
6. The dealership walk-in is attributed to the streaming ad.
Online Attribution:
4. Later, a device from the HH Graph visits the dealership’s website, which is equipped with an EMG tracking pixel.
5. The website visit is logged, and the HH Graph links the device’s user ID to the campaign.
6. The website visit is attributed to the streaming campaign.
The Household Graph simplifies identity resolution and cross-channel attribution by matching streaming device IDs to audience user IDs. It offers advertisers complete digital control and transparency, enabling precise tracking of real-world results. Dealerships can effectively reach high-value consumers on streaming and see exactly how their campaigns drive sales and leads, while EMG collects the data needed for continuous optimization.
To precisely target in-market auto buyers on streaming and follow their journey to purchase, contact EMG today.
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