In today’s fragmented TV ecosystem, a robust identity strategy is crucial, especially with audiences consuming content across both linear and connected TV (CTV) platforms. This guide, developed by the 4As in collaboration with Blockgraph, offers actionable strategies for advertisers and agencies to adopt household-based identity as a key element of their identity framework. By doing so, they can bridge the gap between linear and CTV advertising, driving more effective targeting, measurement and ROI in an increasingly complex media environment.
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