Infutor adds solution to activate CTV campaigns
Infutor will resolve offline attributes to household CTV and other devices to deliver relevant and addressable audiences.
Consumer identity management platform Infutor has updated its Identity Resolution services to include a solution for activating Connected TV ad campaigns. Using persistent household IP addresses, the solution not only resolves multiple data attributes to anonymized consumers, but can also deliver audiences for targeting across multiple devices associated with that address, extending CTV campaigns, for example, to mobile.
Why we care. As CTV continues to heat up as a marketing channel, Infutor weighs in with its privacy-sensitive database of 266 million US consumers across 120 million households. The value proposition lies in Infutor’s ability to resolve offline transactions and other behavioral attributes to a single profile of a consumer or a household. This makes it possible to identify audiences potentially in-market for certain products or services; then, using persistent IP addresses, to target them with some confidence across CTV and other devices.
“Persistent household IP addresses are critical for CTV advertising but most providers don’t have an effective offline linking capability or an adequate level of PII sensitivity. We decided to develop the solution internally to ensure the data and matching process is consistent with the diligent, industry-leading approach we use to compile and enhance our entire Identity graph,” said Infutor CEO Gary Walter in a release.
The post Infutor adds solution to activate CTV campaigns appeared first on MarTech.
About The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
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