"The study, commissioned by CIMM and Go Addressable and conducted by data verification startup Truthset, found that IP-to-email linkages are accurate only 16% of the time, while IP-to-postal matches are at 13%. There are also big differences in accuracy between providers, proof that the industry needs to get serious about standardization and rethink its scale-obsessed mindset. The incentives are out of whack. Data sets are so messy, in part, because providers are prioritizing quantity over quality to satisfy buyers."
"As AdExchanger Associate Editor Victoria McNally puts it: "It's basically just a way for two different platforms to talk to one another." And we need that in ad tech, says Senior Editor James Hercher. More than 90% of deal ID campaigns never achieve scale, because handshake agreements and email threads don't translate into enforceable, standardized commitments - a gap that TTD's new PDP API aims to address."
APIs simplify campaign setup and measurement by enabling platforms to communicate and automate workflows. A study by CIMM, Go Addressable and Truthset found IP-to-email linkages accurate only 16% of the time and IP-to-postal matches at 13%. Accuracy differs significantly across providers, signaling a need for industry standardization and better data quality. Providers often prioritize dataset scale over accuracy to satisfy buyers, producing messy data. More than 90% of deal ID campaigns fail to achieve scale because handshake agreements and email threads do not become enforceable, standardized commitments. The PDP API seeks to enforce deal terms and improve scale and measurement reliability.
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