People are online with more devices than ever. According to Statista, the average North American has 13 devices – up 65% over the past five years. And as users move between devices more frequently, advertisers need to track users across their various devices to effectively target and measure engagement. If these devices aren’t stitched together, this creates a real challenge for advertisers who are left with a fragmented and incomplete view of their target audiences.
Unacast is excited to announce a newly launched solution – Unacast’s Data Linkages – that solves for this growing fragmentation challenge by seamlessly connecting Mobile Advertising IDs (MAIDs) to Hashed Emails (HEMs) and frequently leveraged IP addresses (FLIPs) across mobile, desktop, and CTV devices. These linkages enable advertising technology companies and software platforms to have a more comprehensive view of their customers by achieving more accurate and robust identity resolution that enhances targeting and improves attribution while upholding the highest standards of compliance.
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. 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. More specifically, the key challenges advertisers can overcome with Data Linkages include:
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.
- 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.
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.
