Future of TV Briefing: CTV identity matches are usually wrong

This week’s Future of TV Briefing looks at a Truthset study showing the error rate for matches between IP and deterministic IDs like email addresses can exceed 84%.

• Identity crisis
• NFL’s next rights talks, Hollywood’s next labor talks, YouTube’s TV ad spend and more

If you’re using IP addresses as an identity signal for connected TV advertising, you’re doing it wrong. Or more accurately, you’re probably getting wrong identity matches.

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