Same Podcast, Three Identity Tiers 34 Audio Identity Audio Player Player Type? Web: Full EIDs App: IFA Gated Speaker: IP Only Demand Partners 1 same content 2 cookies/eids 3 device.ifa 4 device.ip 5 $$$ CPM 6 $$ CPM 7 $ CPM 8 bids P_
Same Podcast, Three Identity Tiers Audio Identity 34 Same podcast, three identity tiers — the player surface decides 1 . Web 2 : user.ext.eids via cookie sync, full addressability (as in 4 ). App 3 : device.ifa , gated by tracking permission 16 . Smart speaker 4 : only device.ip — the platform knows who listens, but bidders see nothing. 3-5x CPM spread. See 33 for bid flow. FIELD NOTES → Major publisher saw 2.4x fill-rate lift activating universal IDs → 60% of audio targeting is contextual P_ atd.postindustria.com/34

How It Works

Same podcast, three identity tiers — the player surface decides [1]. Web [2]: `user.ext.eids` via cookie sync, full addressability (as in {4}). App [3]: `device.ifa`, gated by tracking permission {16}. Smart speaker [4]: only `device.ip` — the platform knows who listens, but bidders see nothing. 3-5x CPM spread. See {33} for bid flow.

Field Notes

  • Major publisher saw 2.4x fill-rate lift activating universal IDs
  • 60% of audio targeting is contextual

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