Optimize frequency across devices with Identity Alliance

Frequency caps help traders control how often an audience sees an ad. But when the same person uses multiple devices, managing exposure effectively depends on recognizing that those devices belong to the same user. 
 
Yan Zhen Tan, trader at The Trade Desk in Singapore, uses Identity Alliance to help create a more complete view. By mapping a person or household across devices, Identity Alliance helps traders apply frequency controls more consistently throughout the user journey. 
 
Consider someone who uses three devices, as many people often do. Without a shared identity map, each device may be treated as a separate user. A frequency cap that allows an ad to be served up to three times per week on each device could therefore result in that person seeing the same ad as many as nine times. 
 
With Identity Alliance, the frequency cap can account for other devices associated with that user. In Yan Zhen’s example, the three-impression weekly cap applies across those devices, helping you manage total exposure more accurately. 
 
Once the cap has been reached, the remaining budget can be reinvested to reach new users instead of serving additional impressions to the same person. This can help increase unique reach, lower cost per reach, and make the overall campaign more efficient. 
 

Put connected identity to work

Identity Alliance helps you manage frequency more effectively across the devices people use every day. Here’s how to apply it:

• Connect devices to the same user: Identity Alliance helps map different devices that belong to the same person, creating a more complete view of audience exposure. 

• Apply frequency across devices: Set frequency controls that account for exposure across a user’s connected devices rather than managing each device separately. 

• Reduce repeated exposure: Avoid spending additional impressions on the same person once your intended frequency has been reached. 

• Reinvest budget to expand reach: Direct spend toward new users to help increase unique reach and lower cost per reach. 

Taken together, these steps make identity an important part of media efficiency. With a more complete view of exposure across devices, you can better determine when to stop serving impressions to an existing user and direct budget toward expanding unique reach. 
 
Talk to your representative at The Trade Desk about incorporating Identity Alliance into your next campaign. 

This information is provided solely for background and is not a representation or guarantee of any future performance.