Magnite Claims ID-Free TV Ads Improve Homeowner Targeting Efficiency
· 9h ago · Originally reported by PPC Land
Magnite reports that Trusted Media Brands used Comscore segments through SpringServe to deliver TV ads to homeowners more efficiently, without relying on user IDs. The company claims a 43% improvement in efficiency, though details on measurement and verification are not provided.
Why it matters
This highlights ongoing efforts to target audiences on TV without personal identifiers, which is important as privacy regulations tighten and third-party cookies disappear.
Explain it like I’m new here
It's like finding the right people to invite to a party without needing their names or addresses, just by knowing what kind of house they live in.
Terms in this story
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.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Ad verification
Ad verification is independent third-party measurement that checks whether ads were served to real people, in viewable positions, in safe and suitable environments, and in the intended geographies.
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