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Overview

As a BaaS or DSP customer, there are multiple options to address any cross-device needs for targeting and frequency capping.

Options to choose from for segment extension:

To use LiveRamp or FreeWheel Identity Network
To extend at the individual or household level
To extend 1st Party, 3rd Party, or all segments

Use Cases

Targeting

Frequency Capping

Expand campaign targeting across channels.
Target CTV inventory (via IPv4) using a cookie or MAID-based audiences.
Re-target users on CTV across channels.

Note
This unlocks all segments for targeting on CTV inventory.

Cross-channel campaigns.
Campaigns on the IP addresses that are known to belong to individuals and households.

Section

How it works

Here is the workflow for the enhanced LiveRamp and FreeWheel graphs:

Beeswax receives an auction.
Beeswax evaluates identity signals (cookies, MAIDs, CTV IFAs, and now IPv4 Addresses) against the cross-device graphs to include all IDs connected to the incoming identity signal.
Beeswax sends auctions to qualifying bidders.
Qualifying bidders evaluate line items based on the cross-device configuration per line-item.

Enablement

LiveRamp

If LiveRamp is  enabled, no changes need to be made, the LiveRamp expansion will already be enabled. The same UI controls can still be used for cross-device functionality for Segment Extension and Frequency Cap.

For Segment Extension:

Navigate to the General tab of either a campaign or line item.
Toggle Yes for segment extension.
From the Extension Vendor dropdown, select Extend with Liveramp and choose "Household" extension.

Enable a Frequency Cap

Navigate to the General tab and scroll down to Frequency Cap.
Select either a person or household level ID Type. Then, select LiveRamp under the "Person Vendor" dropdown.
Set a frequency cap and click Save & Continue.

Note
If these options are not available in the UI, please reach out to your Customer Success Manager for access.

FreeWheel Identity Network

For instructions on how to configure segment extension and frequency capping, please see FreeWheel Identity Network.

FAQs

Q: What type of IP addresses are included?
A: IPv4 addresses only.

Q: Are Beeswax and LiveRamp collaborating and using these IP addresses to build out their respective graphs?
A: No, Beeswax is simply matching IPs from bid requests to IPs already present in the LiveRamp graph.

Q: In which regions is this feature available?

A: LiveRamp . Liveramp is US based and EMEA and FreeWheel Freewheel ID network is available in US/CA.

Q: Are all inventory types evaluated for cross-device via the IP address?

A: No, only CTV inventory is applicable.

Q: How do I enable this feature?
A: This is activated by default for all customers with LiveRamp enabled.

Q: Can I use cross device extension to extend the reach of IP segments?
A: No; you cannot use cross device extension from IP address segments to cookies/device IDs. Our integration only allows you to take segments of cookies/device IDs and extend them to IPs, not vice versa.

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