In a fragmented media world with various mobile viewing options, the best chance at stitching together a single viewer profile is still at home.

That is according to the leader of a company helping to do exactly that.

In this video interview with Beet.TV, Jason Manningham, CEO, Blockgraph, explains how household data can create identity resolution that can solve the fragmentation problem.

Identity crisis

In recent years, many new kinds of viewing experience have emerged, bringing new opportunities for advertisers to reach viewers.

Unfortunately for ad buyers, however, many of them use distinct systems of targeting and transacting, leading to fragmented business processes.

“Identity is the way that we can solve for that fragmentation,” says Manningham.

In other words, truly understanding who is watching, even when they switch to a different device, is the trick behind unlocking better targeting, de-duplication and so on.

Graphing the solution

Many vendors are tackling this same “fragmentation” problem, which is frustrating ad buyers.

Identity resolution services have emerged to identify the viewing audiences, leading to the creation of “identity graphs”.

For Blockgraph and Manningham, the perfect identity graph starts at home.

“You have to have an household identity solution that is able to tie together IP-based broadband viewing and exposure and impressions to linear viewing and impressions,” he says.

Parity begins at home

For Manningham, the home address is the optimum backbone to an identity graph for two reasons.

1. Addresses are commonplace

“It’s the lowest common denominator, meaning it’s something that becomes really accessible throughout the industry,” Manningham says.

“(You are) able to take mailing and postal and tie that data to digital viewing and digital impressions that’s delivered over digital identifiers.”

2. First-party data has holes

“FAST services don’t always have login information, don’t have email accessible and nor does linear television,” Manningham says.

“So being able to take an identity solution that ties together at the household level is really what will ultimately allow the industry to solve that reach frequency problem across platforms.”

Manningham spoke at the Advanced Advertising Summit in New York. He was interviewed by Jon Watts, Editorial Director, Beet.TV Events.

Advanced Advertising Summit 2022