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Overview

This article reviews advanced tools that help optimize advertising using the FreeWheel Identity Network.

Utilization Methods

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Feature	Description

DescriptionSegment ExtensionSegments 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.


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.

Individual/Household Frequency CappingFrequency 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.

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.

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Overview

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