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The Garden of Identifiers

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April showers bring May flowers, but when it comes to recognizing and reaching customers in the digital world it's a jungle out there! Join AdTruth for a stroll down the garden path to learn about some of the tools available, where and how well they work and what marketers can do about performance.

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The Garden of Identifiers

  1. 1. The Garden of Identifiers April Showers bring May flowers, but when it comes to recognizing and reaching customers in the digital world it’s a jungle out there! Join us for a stroll down the garden path to learn about some of the tools out there, where and how well they work and what marketers can do about performance. The Green Thumb Guide to the Garden of Identifiers Welcome to the Greenhouse Lets see how well each identifier works in different situations Every gardener knows that the right fertilizer is critical to a healthy garden. What is the right mix for the garden of identifiers? Some will tell you it’s all about accuracy, while others will say it’s all about reach. The truth is more complicated! This is all about how many people you can recognize and reach and what channels can be used to reach them This is all about how sure you can be that you’re reaching the people you want to reach This is how careful you are about respecting consumer privacy PERFORMANCE This is the balance of the three and can be tuned to meet a marketer’s specific needs and the ability to measure overall campaign effectiveness This has been brought to you by AdTruth, a division of 41st Parameter and a part of Experian. 1 2 3 4 5 6 REACH ACCURACY PRIVACY Method of identification used in desktop with a rapid rate of decline due to high deletion and blocked rates Cookies Apple's advertising identifer that works only in iOS mobile app environments IDFA Googles advertising identifer that works only in Android mobile app environments AndroidID POISON Invasive approach that permanently identifies a device with risk of long term permanent identification Fingerprinting A probabilistic approach to recognizing devices that works across all platforms and environments Device Recognition Deterministic approach that takes an intrusive approach while permanently identifying MAC Address *The ability to recognize a user whether they are using an app or the mobile Web 1 3 2 4 6DANGER! POISON 5 DESKTOP 4 6DANGER! POISON 5 4 6DANGER! POISON 5 4 6DANGER! POISON 5 1 1 1 2 iOS ONLY 3 ANDROID ONLY MOBILE APP iOS ONLY 2 iOSONLY 3 ANDROINDROID ONLY iOS ONLY 2 iOSONLY 3 ANDROINDROID ONLY MOBILE WEB *BRIDGED MOBILE Gardener’s Notebook of Identifiers “Wild” “Engineered” “Universal” Of the “open-source” variety - these identifiers appear to grow anywhere Developed by specific companies for their own internal use Commercially developed and maintained, these identifiers are designed adoption grounded in their ability to grow and thrive in every environment to be neutral and omni-present - they deliver the broadest universal - these work very well in certain conditions but can't be transplanted but their performance and maintenance is unpredictable Efforts are underway to cultivate a number of 'super identifiers' that solve the recognition crisis by working across the environments described above. Several varieties have sprouted up:

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