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In a world of ads,
VideoAmp's ID graph,
Targets with precision.
Adtech player Videoamp unveils proprietary ID solution
VideoAmp, a leading player in the advertising technology space, has launched a proprietary commingled Identity (ID) solution. This new offering integrates identity assets from multiple providers into a single graph, aiming to give advertisers and content owners greater confidence in reaching their targeted audiences across platforms.
The ID solution utilises clean room technology to ingest high-quality identifiers such as hashed emails, signed-in users, IP addresses, and device IDs in a privacy-safe manner. It's designed to support advanced targets leveraging first-party data and counteract the demise of third-party cookies, making it a potentially valuable tool for advertisers looking to maximise their reach.
According to VideoAmp, the ID graph shows an average measurement match rate increase of 79% on pixels and 60% for clean rooms, compared to solutions based on a single provider alone. These figures suggest the new solution could significantly improve the efficiency of advertising campaigns.
The ID Graph is designed for a privacy-first world and is compatible with major identity providers. It commingles identity assets from providers including Experian, Verisk, and LiveIntent, offering a comprehensive solution for advertisers and content owners.
Megan Pagliuca, Omnicom Media Group North America's Chief Activation Officer, has expressed optimism about the new solution.
"The capability to directly match our census-level Omni ID with VideoAmp's new commingled identity solution, will deliver better scale and more accurate plans for our clients by improving match rates with our partners on advanced audiences," she claimed. "OMG's clients will now be able to dive deeper, beyond demographics, with some of the most premium content producers in the world, enabling them to deliver more relevant ads to the right consumers."
Tony Fagan, VideoAmp's Chief Technology Officer, also spoke positively about the launch. "The launch of our commingled identity solution means more impressions delivered to advertisers' intended audiences, leading to better ROI."
