CANNES — Solving the identity puzzle for digital advertising comes down to unraveling human behavior at multiple levels – households, people, devices, and profiles.
But untangling those threads is a complex challenge that requires sophisticated technology and algorithms
In this video interview with Beet.TV, says Dror Ben Yishai, CTO of Intent IQ explains his approach.
Clustering for Identity
“We’ve developed a lot of technology and we have the patterns for all of those technology which is recognised by the biggest entities in the market,” Yishai says.
At the core is Intent IQ’s own first-party ID, which is present on every site the company works with.
By clustering that ID, Intent IQ can start to build a picture of identity.
Hashing for Privacy
Another key piece is hashed email addresses. When a user signs in or opens an email, their email address is encoded in a one-way process that cannot be reversed.
“It’s like a deterministic event and this is helping your model to train,” Yishai explains.
“And if you have a large enough events of hash email, your model will be very accurate.”
Measuring CTV Activity
Intent IQ started mainly with websites, working with large supply-side platforms that could have anywhere from 20 to 10,000 sites.
That product now enriches billions of ads every day.
Now, the company is turning its attention to connected TV (CTV), where it faces two main challenges: how to address a household without an identifier, and how to measure activity when users don’t interact directly with the CTV device.
Expanding Globally
Intent IQ’s identity graph is extensive, covering more than 95% of households in the US. The company also operates in Canada, Australia, Brazil, Mexico, and Japan.
This year, the goal is to expand into the European Union, with GDPR compliance measures already in place.
“We’re just finalising these days,” Yishai says. “Everything is set on place, ready to launch out of the box and start providing service for the EU.”
You’re watching “Global Leadership Summit: Data, Identity & Measurement,” a Beet.TV Leadership Series at Cannes Lions 2024 presented by Digital Turbine, IAS, Intent IQ & TransUnion. For more videos from this series, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
