CANNES — Over the last year, one new set of technology has risen in ad-tech buzzphrase prominence – the “identity graph’.

But, what is an identity graph and why does it matter?

Simply, an identity graph is the collection of data points from disparate devices that, when pieced together, add up to indicate a single person’s holistic media behavior.

Identity resolution is the practice of doing that stitching together – and, increasingly, that stitching involves data from online TV consumption, according to Mari Tangredi, SVP of audience solutions and advanced TV at 4INFO, an identity resolution vendor.

  • “Mobile is a great identity identifier … that’s the thing that you carry with you, you tend not to have a bunch of mobile devices.”
  • “Then we connect that to home addresses … you (also) tend to have one home address. Those are two really static identifiers into the OTT space.”
  • “In the Connected TV space, they have an IP address. We have a home address identifier.”

Add to that mix conventional cookies from web browsers and the likes of 4INFO have what Tangredi, speaking with MTM co-founder Jon Watts for Beet.TV, calls a “pinwheel” of audience data.

4INFO itself uses what it calls Custom Connected Identity Maps (CCID) and its Bullseye ID, which starts by mapping a mobile device to a home address, a match key for other devices, too.

Whilst 4INFO’s underbelly is in mobile, the company had previously branched its identity graph system out to other platforms, like the new wave of TV devices.

Now the outfit has branched out from just offering its demand-side platform (DSP). Eighteen months ago, it decided to break out its identity technology, Tangredi.

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