Deterministically connect delivery data across platforms to a single household ID that allows measurement of cross-platform reach, frequency, and attribution to understand the value of your media.
Our software and unique peer-to-peer matching technology can enable measurement companies or publishers with appropriate permissions to receive a single household ID from identity resolution or distribution partners. All of this executed through Blockgraph’s secure platform.
A major distributor and media seller wanted to deterministically measure reach and frequency across TV, addressable, and premium digital video at the household level, while attributing business outcomes and conversions. And it needed to accomplish this in a way so that no data insights were provided to its brand advertiser, which aligned with its policy of providing data at the aggregated and anonymized level.
There are a number of challenges that make this difficult:
Each measurement environment has unique audience identity signals to resolve impressions and outcomes: set-top box viewing data is aligned to STB or household IDs, digital delivery data is affiliated with IP addresses or mobile device IDs, and outcomes are associated with a mix of offline or online identifiers.
Measurement companies must obtain permissions for receiving data from distribution partners - each of whom has their own data policies and strategies. Often when data insights are provided to brands or agencies, they must be provided at the aggregated and anonymized level, as they also have their own data policies and strategies.
Current approaches for reconciling digital to linear data require probabilistic approaches.
Blockgraph’s platform enabled the measurement company to resolve digital and linear data that it was receiving via a single Blockgraph ID.
Once permissions were set in Blockgraph, the measurement company was able to authenticate linear impressions, digital impressions, and outcome data deterministically to a single pseudonymized Blockgraph “de-ID” via direct matching with leading distributors or trusted identity services providers.
The measurement company’s platform was further able to aggregate and anonymize results before surfacing reach, frequency and outcome insights to publisher and its brand advertiser clients.
Through its node within Blockgraph’s IDoS, the measurement company was able to offer its advertiser clients a fast, trusted, and privacy-focused way to accurately and cost-efficiently measure reach, frequency, and outcomes across the convergent TV and digital environments, improving performance and identifying optimizations. At the same time, the measurement company was also able to provide media sellers with insights that proved their media could be optimized to reach the right audiences and drive tangible business outcomes. A true win-win-win proposition.