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Overview

Beeswax FreeWheel DSP Reporting supports introduces IP Attribution enhancing , which enhances attribution capabilities in Connected TV (CTV) environments . This also alleviates and helps resolve issues in desktop & and app environments as 3rd Party Cookies become more unreliable in most third-party cookies become less reliable in many browsers and iOS devices remove the ability to attribute against using IDFA.

IP Attribution is available as an additional attribution method in both Report Builder and as a new log type ‘Attributed , "Attributed IP Conversions’Conversions." This new method will can be available used alongside the existing attribution methods, where the User ID value (Cookie/MAID) acts serves as the conversion identifier.

Use Case

IP Attribution enables our allows users to report conversions based on conversions against their buying activity in the following use cases:scenarios:

• Reporting conversions when a user views in-app impressions and later converts in a browser.CTV environments
• Reporting conversions at the household -levelslevel.
• Reporting cross-device conversions
• Non-cookie/MAID environments such as iOS (in-App or Safari)
• .

These All the above use cases are made possible by using IPsIP addresses, as the IP address they can be provide a consistent signal across multiple devices. For example, if a user watches an ad on a Connected TV device and then subsequently later makes a purchase on their mobile, we can tie the conversion back can be tied to the impression seen on the CTV , by using the public IP address (, provided both devices are on connected to the same network).

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How it Works

Attribution Logic

Similar to our the legacy   attribution methodology, we use a model, FreeWheel DSP uses a combination of last-click and last-view attribution , and adhere adheres to the view windows configured at the during Event Tag  set up. We attribute setup. IP attribution is based on IPv6 matches when present, and fall back to use IPv4 addresses available, with a fallback to IPv4 when IPv6 is not present.

A conversion attributed through via IP can also get be attributed through legacy methodologies. So, if both  methods. If both User ID  and and IP address  are are present, a single conversion event can get reported twice, once through Standard user_id ‘Conversion’ and another through an ‘IP Conversion’. Therefore, you should avoid aggregating ‘Conversion’ and ‘IP conversion’ metrics to prevent duplicate reporting.may be reported twice—once under the Standard User ID 'Conversion' and once as an 'IP Conversion.' To prevent duplicate reporting, these two metrics should not be aggregated.

An event created An  event created in Buzz is automatically enabled for both legacy attribution methods and IP Attribution. The event can be tallied counted through both attribution mechanisms if it qualifies. CurrentlyHowever, the view/click window cannot be adjusted independently adjusted for each method.

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Reporting

Report Builder Reporting shows three metrics in all reports that contain the IP conversion data. These are:

• IP Conversions
• IP Conversion Value
• IP Conversion Orders

Logs

A new log type called Attributed IP Conversions allows users to receive a logically separate set of conversions that were attributed using IP Addresses. See here for enabling the logs. 

FAQs

Q. Did anything change about the old attribution?
A.  No, we can and do continue to support Cookie/MAID-based attribution as well as the frameworks for SKAD and Postbacks.

Q. What delays should users expect for the delivery of this log file?
A.  The same delay as the standard Attributed Conversion logs, which is approximately 8 hours.Q. Can I set fallback logic to use one ID and then attempt to attribute on a second type? 
A.  We currently do not support this but are potentially considering it for the future.

Q. Does IP Attribution work in GDPR/CCPA environments where we might have a truncated IP?
A.  If an exchange sends a truncated IP, we do not consider it as eligible for attribution. If we truncate internally, we can attribute using a hash of the IP address.

Q. Does the line item whitelisting feature work for IP Attribution?
A.  Yes, this feature works the same way as before and a whitelisted line item automatically considers both the old and new attribution methodologies.

Q. Are Attributed IP Conversion Logs available via Antenna?
A.  Yes, these logs are available via Antenna.