Amazon Business Data Used to Address CTV Identity Challenges for DP World
· 3h ago · Originally reported by The Drum
Amazon Business data has been leveraged to help solve long-standing identity issues in connected TV (CTV) advertising for DP World. This approach aims to improve how advertisers identify and target audiences on CTV platforms.
Why it matters
Identity resolution is a major challenge in CTV advertising, where traditional tracking methods often fail. Using business data from a major player like Amazon could set a precedent for more accurate audience targeting.
Explain it like I’m new here
It's like using a school attendance list to make sure the right students get the right messages during a class announcement.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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