Activating Linked IP Addresses for Anonymous U.S. Consumer Identities
Two Leading Streaming Services Are Already Tapping into Infutor’s IP Intelligence to Achieve Digital Identity Resolution and Enable Relevant CTV Advertising
Consumer identity management expert Infutor today introduced an update to its Identity Resolution services including a new IP Intelligence solution used to extend marketing reach and activate connected TV (CTV) ad campaigns. Two of the leading streaming services are already using Infutor to activate CTV campaigns for their advertisers.
With CTV viewership and advertisers’ interest in reaching those viewers continuing to rise, so too does the need for improved data interoperability to create and target relevant CTV-viewing audiences. While working with multiple data providers is often required to get first-party and device-level data matched to an authoritative offline dataset and onboarded for CTV activation, Infutor delivers to platforms, publishers and brands identity resolution accuracy and scale in a single solution.
“Persistent household IP addresses are critical for CTV advertising but most providers don’t have an effective offline linking capability or an adequate level of PII sensitivity. We decided to develop the solution internally to ensure the data and matching process is consistent with the diligent, industry leading approach we use to compile and enhance our entire identity graph,” said Gary Walter, CEO of Infutor.
With Infutor’s CTV-enabling Identity Resolution services, marketers can achieve digital identity resolution and cross device resolution to deliver consistent omnichannel messaging. This includes extending marketing reach by using digital identities to target consumers across mobile devices and connected TVs, while maintaining control of first-party data.
“We are unlocking value by connecting valid profiles to anonymous US consumers – resolvable on one identifier – so that platforms and publishers can quickly activate accurate and privacy-compliant linkages,” added Walter.
Infutor has also added anonymized, device-level insights to allow data scientists at brands, publishers and platforms to apply custom rules for identifying relationships to connected devices.
Infutor’s consumer identity management solutions make marketers’ contact databases more actionable by providing access to supplemental privacy-compliant behavioral and household attributes on 266 million US consumers across 120 million households. These signals coupled with Infutor’s Identity Resolution capabilities enable marketers to anchor first, second and third-party data sources to the national population with Infutor serving as both the onboarder and enrichment provider.
Infutor is the expert in data-driven consumer identity management and identity resolution. The company is solely focused on enabling brands to instantly gain access to the most complete and accurate information about consumers, exactly when they need it, to make informed marketing and risk mitigation decisions. Infutor is regularly named to the Inc. 5000 list and recognized by Crain’s Chicago and Built In Chicago as a Best Place to Work. A privately held company founded in 2003 with strategic investments from Norwest Venture Partners, Infutor is headquartered in Oakbrook Terrace, Ill. For more information, visit infutor.com.