People are online more than ever. They also have more devices than ever. Because of this, advertisers need to track users across their various devices to effectively target and measure engagement. Users move between devices, and if these devices aren’t stitched together, you’re left with a fragmented and incomplete view of your target audiences.
That’s why Unacast is excited to introduce its new Data Linkages offering. With users constantly switching between mobile, desktop, and CTV devices, Data Linkages seamlessly connects Mobile Advertising IDs (MAIDs) to Hashed Emails (HEMs) and frequently leveraged IP addresses (FLIPs). These linkages enable advertising technology companies and software platforms to achieve more accurate and robust identity resolution to enhance targeting and improve attribution. This means they have a more comprehensive view of their customers.
Solving Identity Fragmentation in Digital Advertising
The sheer number of devices a user has, combined with the depreciation of the cookie, leaves advertisers exploring new ways to understand their customers’ behavior. Regulatory laws like GDPR and CCPA can make this difficult. Moreover, Apple’s new Hide My Email function, which allows users to generate randomized emails for increased privacy on websites, newsletters, and apps, makes it that much harder to gather trustworthy identifiers. As advertising efforts aim to be more personalized and precise, a fragmented vision of customers will only lead to ineffective audiences and gaps in measurement.
Unacast’s Data Linkages is designed to confront these challenges head-on by allowing advertisers to connect users’ disparate devices to execute smarter, more data-driven campaigns without sacrificing compliance. These are the key challenges teams can overcome with Data Linkages:
- Fragmented User Journeys: Consumers move between mobile, desktop, and CTV, making cross-device tracking difficult. Unacast’s MAID-HEM and MAID-FLIP mappings unify these interactions, allowing advertisers to coordinate messaging across devices and improve engagement.
- Poor Audience Segmentation: Disconnected identifiers reduce ad relevance and increase wasted impressions. By linking anonymous MAIDs to known customer profiles, Unacast enhances audience segmentation and targeting precision, maximizing return on ad spend.
- Measurement and Attribution Gaps: Advertisements struggle to attribute conversions to the right touchpoints without a unified identity framework. Data Linkages provides a seamless connection between ad impressions and conversions, which means brands can optimize their marketing spend based on real insights.
- Ad Fraud Risks: Fraudulent bot traffic inflates ad costs and distorts performance metrics. By mapping MAIDs to frequently leveraged IPs, Unacast helps detect anomalies and prevent bot-driven fraud, ensuring ad dollars are spent on real, engaged users.
As the advertising ecosystem evolves, identity resolution remains a top priority for brands and platforms looking to maintain precision targeting and measurement in a privacy-first world. With Unacast’s Data Linkages, advertisers can overcome identity fragmentation, improve first-party data activation, and future-proof their campaigns for a cookieless future.
Ready for a more comprehensive view of your customers? Book a meeting below to learn more.
About Unacast
Unacast is a global location intelligence and insights company that shortens the time and resources it takes to get from data to action. Using technical expertise, state-of-the-art machine learning, and ethical responsibility, Unacast extracts the most valuable information from location data, delivering trustworthy, reliable, and privacy-friendly location intelligence solutions. Companies across industries, at every stage of growth, rely on Unacast to make more informed decisions that better align with the world around them. Learn more at www.unacast.com.
