The Challenges of Using Identity for TV

For TV, it really needs to be reconciled at a household level and not at a person level. Almost every identity provider that I've mentioned has a household identifier. So living unit ID is a household identifier from experience. Ramp IDs have a household version of a ramp ID and a device level person of a device level ID. And what's funny is we have an industry that is obsessed with co-viewing metrics. There are a personification metric from Nielsen. You just can't tell me exactly who's watching that ad impression in front of the television any given time.