FreeWheel Identity Graph Allows Agencies to Uniquely Reach Consumers

To address the challenges posed by vanishing thirdparty cookies and the decline of digital identifiers Comcastowned advertising technology company FreeWheel has introduced the FreeWheel Identity Graph This new digital identification approach has been undergoing testing with advertising agencies and brand marketers in the US throughout the yearXander Kotsatos Head of Beeswax Sales North America at FreeWheel explained quotTwo things are happening at the same time the way we access digital video is becoming increasingly addressable which is great for brands but simultaneously consumers are engaging with more content across multiple devicesscreens that have different IDs which makes it harder for brands to know they are reaching their intended user The FreeWheel Identity Graph is designed to solve that challengequotThe identity graph integrates first second and thirdparty data anonymizing it to generate unique identifiers that track individual and household activity across screens and platforms while prioritizing privacy It matches anonymized data from different providers to prevent duplication enabling more accurate consumer tracking advertising delivery and measurementMoreover it facilitates reach by unifying 17 billion connected TV CTV and mobile IDs 425 million browser cookies and 153 million IP addresses into one simplified privacysafe identifier FreeWheel is integrating the graph with its Beeswax buying platform enhancing audience demographic and psychographic targeting within privacy requirementsBeeswax FreeWheel39s bestinclass programmatic buying platform can now reach 278 million individuals and over 129 million households across the US by leveraging the FreeWheel Identity Graph Beeswax39s targeting and efficiency efforts are further advanced through the FreeWheel Identity Graph39s advanced frequency and attribution capabilities which provide additional tools to help performance and brand advertisers accomplish their campaign goalsAs an example DSPolitical a political advertising technology company has collaborated with FreeWheel to create anonymized and unique data sets using publicly available voter information combined with thirdparty data sets Mark Jablonowski President and CTO of DSPolitical emphasized the importance of accurate information across platforms stating quotThat39s why this FreeWheel ID Product is valuable it gives us better more accurate information across platformsquotThe FreeWheel Identity Graph aims to elevate advertising across premium digital television platforms while preserving user privacy Kotsatos highlighted the evolution of the identity graph stating quotThe identity graph of the future is much different from the graphs of the past We put a lot of effort into building something that puts privacy concerns for the consumer first and honors individual choice while also providing maximum addressability for buyers At the end of the day we want to provide something of value to both marketers and their customersquot To learn more about FreeWheel39s Identity solutions download their latest report Get to Know the Identity Graph of the FutureClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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FreeWheel Identity Graph Allows Agencies to Uniquely Reach Consumers

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Paige Albiniak

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