Overview

The FreeWheel Identity Network is a comprehensive, privacy-compliant identity solution designed to enhance audience targeting, optimization, and measurement across multiple screens. It integrates leading identity solutions with first-party identity data, enabling seamless interoperability within FreeWheel products. The network powers real-time identity resolution, allowing clients to identify and connect users and households across various devices and platforms, while ensuring privacy and security throughout the process.

The FreeWheel Identity Network consists of two primary components:

Core Graph

A privacy-compliant, PII-anchored identity graph that enables real-time identification and connection of users and households across devices. It powers high-quality match rates across premium inventory, encompassing more than three billion endpoints. The Core Graph unifies IDs like mobile IDs, browser cookies, IP addresses, hashed emails, and phone numbers. With partnerships with TransUnion, LiveRamp, Block Graph, and Experian, the Core Graph includes over 500 million universal IDs, facilitating accurate user identification for optimization, targeting, and measurement.

Customized Graph

An extension of the Core Graph, the Customized Graph allows customers to integrate their own first-party identifiers, enabling more unified planning, targeting, and measurement. This extension ensures secure, privacy-compliant onboarding of first-party data into the Identity Network, giving customers greater control over their audience targeting strategies. For buyers, the Customized Graph also supports the secure receipt of first-party IDs from trusted publisher partners, allowing clients to unify all ID types across various use cases, protecting against data leakage while still providing insights needed for informed decision-making.