Table of Contents
Overview
This article reviews advanced tools that help optimize advertising using the FreeWheel Identity Network.
Utilization Methods
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| Feature | Description |
|---|---|
| Experiments – A/B Testing | Test groups can be broken out by the FreeWheel Identity Network, allowing experiments across all devices, especially for CTV/OTT. Tests can be split across all ID types at the person or household level, inclusive of your customized graph IDs. |
| Identity-Enriched Logs | Identity-enriched logs are generated from transaction logs (Bid and Win Logs from Beeswax) by appending first-party IDs, universal IDs, or Hashed Emails (HEMs) from the Core Graph. These logs are accessible via FreeWheel’s secure Snowflake data clean room. |
| Individual/Household Frequency Capping | Frequency capping can be applied at the individual or household level, limiting ad exposures per household. This can be configured at the campaign, IO, or placement level. |
| On-platform attribution reporting in UI or via API | Conversion reporting across different ID types and inventory is unified, enabling seamless performance evaluation across environments that use various signals, at the person or household level. |
| Reach and Frequency Reporting | Reach and frequency reporting can be conducted at the individual and household level using the Identity Network. Reports can be pulled regardless of Audience Expansion or Household Frequency Capping settings. |
| Segment Extension | Segments do not require a 1:1 match to a pre-defined ID in a bid request. Segment Extension utilizes the Identity Network to find individuals or households across all their devices, including your customized graph IDs. |
| Traffic Shaping / QPS Filtering | QPS can be filtered to inventory that matches your first-party ID. Customers can use the FreeWheel ID Network in QPS filtering to optimize BaaS fees by considering only inventory with first-party IDs. |