Identity signals influence billions of dollars in programmatic advertising decisions every day. But how do advertisers and publishers know whether those signals are accurate? And what happens when the identifiers attached to a bid request don’t represent the right person or household?

Inaccurate identity data is not simply a technical issue; it has significant economic implications for advertisers and publishers. When incorrect household identifiers are attached to a bid request, advertisers may unknowingly bid on the wrong audience, wasting media budgets and artificially inflating the perceived value of publisher inventory. Once those inaccuracies are discovered, publishers, DSPs and SSPs may face demands for makegoods or chargebacks, putting revenue and advertiser relationships at risk.

Join AdExchanger and Intent IQ for a discussion on why identity accuracy is a critical but often overlooked factor in advertising performance. Drawing on recent findings from BidPulse™, a new tool that measures identity accuracy in live programmatic environments, the session will reveal significant accuracy gaps among leading identity providers and explore what those differences mean for advertisers and publishers.