Marketing Glossary - Intelligence - Connected TV (CTV) Identity Matching

Connected TV (CTV) Identity Matching

What is Connected TV (CTV) Identity Matching?

Connected TV (CTV) Identity Matching refers to the process of identifying and linking viewer identities across connected TV devices and platforms. This involves using data from various sources to create a unified view of a viewer's interactions and preferences, enabling personalized content delivery and targeted advertising.

Where is it Used?

CTV identity matching is used in digital advertising, media and entertainment, and marketing analytics. It helps advertisers and content providers deliver personalized ads and content, measure campaign effectiveness, and gain insights into viewer behavior.

How Does it Work?

CTV identity matching works by:

  • Data Collection: Collecting data from CTV devices, streaming platforms, and third-party data sources.
  • Identity Resolution: Using algorithms to match and link viewer identities across different devices and platforms.
  • Profile Creation: Creating unified viewer profiles based on matched identities and behavior data.
  • Personalization: Delivering personalized content and ads based on viewer profiles.
  • Analytics: Analyzing viewer interactions to measure campaign performance and refine targeting strategies.

Why is Connected TV Identity Matching Important?

CTV identity matching is important because it enables advertisers and content providers to deliver more relevant and personalized experiences to viewers. It enhances the effectiveness of advertising campaigns, improves viewer engagement, and provides valuable insights into audience behavior.

Key Takeaways/Elements:

  • Unified Viewer Profiles: Creates comprehensive profiles by linking identities across devices.
  • Personalized Content: Delivers personalized ads and content based on viewer preferences.
  • Campaign Effectiveness: Measures and optimizes advertising campaign performance.
  • Audience Insights: Provides insights into viewer behavior and preferences.
  • Cross-Device Tracking: Tracks viewer interactions across multiple CTV devices and platforms.

Use Case:

A streaming service uses CTV identity matching to link viewer interactions across smart TVs, streaming sticks, and mobile devices. By creating unified viewer profiles, the service delivers personalized content recommendations and targeted ads, enhancing viewer engagement and ad effectiveness.

Frequently Asked Questions (FAQs)

What data is used for CTV identity matching?

Data includes device IDs, viewing history, streaming platform interactions, and third-party data.

How does CTV identity matching enhance advertising?

It delivers personalized ads to viewers based on their preferences and behavior, increasing relevance and engagement.

What tools are used for CTV identity matching?

Tools include identity resolution platforms like LiveRamp, Neustar, and Oracle Data Cloud.

Why is cross-device tracking important for CTV identity matching?

It ensures that viewer interactions are accurately tracked across multiple devices, providing a complete view of their behavior.

What industries benefit from CTV identity matching?

Industries such as digital advertising, media and entertainment, and marketing analytics benefit greatly.