A proprietary commingled Identity (ID) product that integrates “best-in-class identity assets” from multiple providers into one graph has been released by VideoAmp.
As the company sees it, the offering provides advertisers and content owners with greater assurance they are reaching the demo and advanced audiences they are targeting across platforms.
“As a privacy-safe solution to a cookie-less future, VideoAmp leverages clean room technology to safely ingest high-quality identifiers like hashed emails, signed-in users, IP addresses and device IDs in a way that never exposes a consumer’s personal identifiers to VideoAmp, its partners or clients,” it says. “VideoAmp’s ID graph is supportive of advanced targets leveraging first-party data, providing clients with a comprehensive solution to reach and engage with their most valuable audiences across platforms. This identity solution, along with the use of VideoAmp’s big data solutions, underpin their advanced currency solution.”
Megan Pagliuca, Omnicom Media Group North America’s Chief Activation Officer, noted, “The capability to directly match our census-level Omni ID with VideoAmp’s new commingled identity solution, will deliver better scale and more accurate plans for our clients by improving match rates with our partners on advanced audiences. OMG’s clients will now be able to dive deeper, beyond demographics, with some of the most premium content producers in the world, enabling them to deliver more relevant ads to the right consumers.”
VideoAmp Chief Technology Officer Tony Fagan added, “Every use case for advertising measurement and currency today hinges on identity as the lynchpin for quality, accuracy, and effectiveness. With the advancements and speed of innovation in this space, we wanted to implement an identity solution that not only keeps up, but sets a new standard for targeting and precision. The better we get at identity, the better we get at everything. We didn’t find a solution that accounted for the gaps and discrepancies we were seeing, so we created one. The launch of our commingled identity solution means more impressions delivered to advertisers’ intended audiences, so they can deliver better ROI.”
