How Identity and Attention Are Changing Media Measurement

But the first topic, identity resolution beyond the cookie, is definitely something I know a little bit about, and we talk about a lot here.

I'd love to get your take on this, and especially how this applies in your space in the gaming industry.

So in the gaming space it's mainly native apps, so we don't have access to cookies, so we already started in a cookie-less environment right off the bat.

and so we rely more on in either the login of the player so in the end games have a great reason to get the player logged in you want to save your game data in the cloud you want to save your dlcs and you want to there is a lot of you want to play multiplayer games So there is a lot of reasons for the game to get you logged in and authenticated.

So that is one direction.

Then on the other, you have maids and alternative IDs.

So it's always been like best of breed depending on the platform.

Some environments like consoles, for example, are authenticated by default, like structurally authenticated.

versus a mobile which is depending on the game either authenticated or not authenticated but relies on advertising ids so it's always been a mixture of solutions

Yeah, that's interesting.

So, I mean, the one sort of advantage you have in the, I guess, mobile gaming especially space is that, you know, as long as you can get the user to register, you get their email address.

You know, there's a challenge, I guess, you deal with mobile IDs if somebody asks not to be tracked, right? But if they give their email address, then at least you have some identifier for them and can know who they are.

I'm wondering, I'm curious what sort of challenges are introduced by these temporary emails like Apple's relay emails and Google's doing the same as well now too.

So what sort of challenges does that introduce and are there other ways that you can sort of get around and still improve targeting even when somebody's sort of using one of these temporary emails?

So that's definitely a real issue.

So there are two answers, two common solutions.

So one is like alternative IDs.

So it could be made to ramp IDs, and it could be more probabilistic ID5 IDs, and it could be some of the games are also using their own login, en signing solution so they they collect the email directly and and that's on the one side then on other platforms like consoles for example you don't use google or apple connect so the platform again has the the email so it really depends on on the platform and but but you always need to to support multiple solutions and understand the traffic of the publisher and use the right solution for for his use case

yeah it makes sense i'm curious what about ip addresses as well

IP addresses for example in consoles and PCs are, especially in the US, are static residential IPs.

So that definitely helps with matching in this regard.

But again, it's always a mixture of solutions.

It keeps finding the best partners in the industry and partnering with them.

Like we do that for identity resolution, we do that for measurement, we do that for really a lot of verticals because in the end There is like endless expertise and you can really go down and find that even for example when you mention IPs, IPs can change quite often between ISPs and sometimes you can have IPs that are very noisy with lot of devices connected to them, especially if it's like a Wi-Fi of like a business, or it's a cell tower, or like there are a lot of examples, so it's really understanding when you can even do that match, if at all, and then when you have like a mobile advertising ID that's depending on the platform, that's great as well, or a vendor, like IDFV, not just IDFAs, And then also the alternative IDs, like as I mentioned, RAMP IDs and ID5 that we had great use case studies with.

So it's really about... using all the tools you have and making your traffic as addressable as possible.