It’s very important to ask your connected TV agency, how they track a user’s journey on a connected TV.
Cross-device technology is the best way to determine your customer’s online journey.
IP address is often interlinked with cross-device technology, but as the Media Rating Council (MRC) states in their Cross-Media Audience Measurement Standards, “Certain identifiers are considered of insufficient quality, granularity or stability to form the basis of developing audience-based ‘uniques’, such as IP address”.
To add to this, the Coalition for Innovative Media Measurement (CIMM) also makes a claim that “[IP address] is most useful for household-level matching”.
When an ad is delivered to a connected TV advertising platform, it ingests billions of tracking events or “triggers”, such as cookies, email address, mobile number, landline number, ISP, online purchase behavior, offline purchase behavior, home address, device IDs, browser trends, IP address, plus several other tracking events.
These data points are tracked and used to build out device graphs.