According to a recent announcement from FreeWheel, the company is introducing new identity collaborations and capabilities that will enable marketers to easily connect first- and third-party data to the growing variety of IDs coming from various platforms and endpoints, enabling increased scale, ideal reach, and frequency for television.
The new capabilities, according to FreeWheel, will enable advertisers and publishers to defragment the market and match their first-party IDs to some of the IDs now used most frequently in the TV advertising ecosystem. By employing cutting-edge privacy techniques and reducing data leakage, FreeWheel will establish compatibility between diverse industry ID solutions and conventional device IDs.
This makes it possible for a buyer or seller to create a segment in almost any ID space across the television business, allowing them to more precisely target their audience.
