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Rapid privacy changes such as increased regulations and the depreciation of third-party cookies, device IDs, and IP addresses make it difficult for marketers to reach their target audiences, manage delivery, and measure outcomes. To overcome such challenges, FreeWheel’sIdentity Network creates interoperability across various industry ID solutions, third-party IDs, and customer first-party identity assets to simplify workflows and enable privacy-safe, identity-enabled transactions. 

Beeswax users utilizing FreeWheel’sIdentity Network get a unified view of audiences across all supply pools and have the ability to scale addressable campaigns, accurately manage reach and frequency, and measure outcomes.

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The PII-anchored graph (Identity Graph) empowers Beeswax customers to safely and securely resolve identity across multiple buy- and sell-side first-party, third-party, and universal identity spaces. 

The FreeWheel Identity Network also:

• Defines the universe of US individuals and households tied to various devices, universal IDs, and customer first-Party IDs.
• Powers higher quality match rates to inventory for: 
  • Segment extension 
  • Frequency capping 
  • Experiments 
  • Audience measurement

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Beeswax users can enable “FreeWheel ID Network” at the Campaign and Line-Item level for Segment Extension and/or Frequency Capping, providing a higher inventory match rate across inventory types, as well as higher fidelity matches.

Configuring Segment Extension at the Campaign level:

1. On the Campaigns > Overview page, go to the Segment Extension section.
2. From the Select Extension Vendor dropdown menu, select Extend with FreeWheel ID Network. The value shows the CPM cost associated with the data product usage.
   • Users have the choice to extend with FreeWheel, Liveramp, and Tapad graphs. DSP clients do not have access to Tapad.
3. From the Segment Extension dropdown menu, select any one option:
   • Person - extends to all devices and IDs at the person/individual level.
   • Household - extends to all devices and IDs that belong to all the people in a household.
   • Person Extend Only - extends to all devices and IDs at the person/individual level without using the original IDs on the bid request.
   • Household Extend Only - extends to all devices and IDs at the household level without using the original IDs on the bid request.
4. Fill in the other required fields and sections and select Save to continue. 

Configuring Frequency Capping at the Campaign level:

• On the Campaigns > Overview page, go to the Frequency Cap section.
• From the ID Type dropdown menu, select your desired ID type.
• Person / Household Vendor dropdown appears when you select Person ID or Household ID type. Select FreeWheel ID Network from the dropdown menu.
• Fill in the other required fields and sections and select Save to continue.

Configuring Segment Extension at the Line Items level:

1. On the Line Items > Targeting page, go to Segments sub-tab. 
2. Scroll down to Segment Extension section. Use the toggle to set the Segment Extension as YES.
3. From the Extension Vendor dropdown, select Extend with FreeWheel ID Network.
   Note: Beeswax users with access to FreeWheel ID Network will no longer see the option of “All Vendors”. This is because the FreeWheel ID Network includes Transunion, Liveramp, and Tapad graphs.
4. From the Segment Extension dropdown menu, select any one option:
   • Person - extends to all devices and IDs at the person/individual level.
   • Household - extends to all devices and IDs that belong to the people in a household.
   • Person Extend Only - extends to all devices and IDs at the person/individual level without using the original IDs on the bid request.
   • Household Extend Only - extends to all devices and IDs at the household level without using the original IDs on the bid request.
5. From the Segment Type dropdown menu, select any one option:
   • 1st Party Segments Only – extends only to 1st Party segments from the audience definition.
   • 3rd Party Segments Only – extends only to 3rd Party segments from the audience definition. 
   • All Segments – extends to all segments from the audience definition.
6. Fill in the other required fields and sections and select Save to continue.

Configuring Frequency Capping at the Line Items level:

1. On the Line Items > General page, go to the Frequency Cap section.
2. Fill in the Frequency Cap parameters first and then the ID Type field will get active. 
3. From the ID Type dropdown menu, select a Frequency Cap Type: Person ID or Household ID
   • Use the YES/NO toggle to set the Fallback setting. 
4. From the Person or Household Vendor dropdown, select FreeWheel ID Network graph option.
5. Fill in the other required fields and sections and select Save to continue.

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Clients can elect to use the FreeWheel ID Network in QPS Filtering, I.e. Targeting Templates under Segments. There is no charge for usage of the ID Network in this case.

FAQs

Q: What is in the PII-Anchored ID Graph?
A: It is a combination of Transunion, LiveRamp, and Tapad graphs that provides a cohesive view of individuals, households, and their devices used across the US. 

Q: What Makes it PII-Anchored?
A: The Transunion graph is connected to a US-census level PII CRM asset (names, phones, emails, and postal addresses) that allow us to deterministically link additional IDs into the graph. 

Q: Is the FreeWheel Identity Network available globally?
A: Currently, it is available only within the US. 

Q: Can we use the FreeWheel Identity Network to extend users for Realtime User Filtering (RUF)?
A: Yes, RUF can take advantage of the ID Graph.

Q: Can you extend IP addresses with the new FreeWheel Identity Network? 
A: Yes. With the FreeWheel Identity Network, you can extend a segment of IP addresses to other ID types.

Q: Is the FreeWheel Identity Network fully deterministic, or will it also use probabilistic methods?
A:  The FreeWheel Identity graph extends first from deterministic identity signals, and then waterfalls to probabilistically linked ID signals.

Q: Can customers use the FreeWheel ID Network for extending users for RUF Filtering?
A:  Yes, RUF filtering can take advantage of the new Graph. Note* DSP customers do not have QPS filtering capability.