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 GreenhouseLets 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 aboutaccuracy, while others will say it’s all about reach. The truth is more complicated!

This is all about how many people youcan recognize and reach and what

channels can be used to reach them

This is all about how sure youcan be that you’re reaching

the people you want to reach

This is how careful youare about respecting

consumer privacy

PERFORMANCE

This is the balance of the three and can be tuned to meet a marketer’s specificneeds 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.

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4 5 6

REACH ACCURACY PRIVACY

Method of identification used in desktopwith a rapid rate of decline due to

high deletion and blocked rates

Cookies

Apple's advertising identiferthat works only in iOS

mobile app environments

IDFA

Googles advertising identiferthat works only in Androidmobile app environments

AndroidID

POISON

Invasive approach that permanentlyidentifies a device with risk of long

term permanent identification

Fingerprinting

A probabilistic approach to recognizingdevices that works across allplatforms and environments

Device Recognition

Deterministic approach thattakes an intrusive approach

while permanently identifying

MAC Address

*The ability to recognize a user whether theyare using an app or the mobile Web

1 32

46DANGER!

POISON

5

DESKTOP

46DANGER!

POISON

5

46DANGER!

POISON

5

46DANGER!

POISON

5

1

1

1

2

iOSONLY

3

ANDROID ONLY

MOBILE APP

iOS

ONLY

2iOSONLY

3

ANDROINDROID ONLY

iOS

ONLY

2iOSONLY

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 environmentto 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 recognitioncrisis by working across the environments described above. Several varieties have sprouted up: