> ## Content Index
> Fetch the complete content index at: https://www.adlingo.org/llms.txt
> Use this file to discover other available public pages before exploring further.

# Universal IDs in CTV
- URL: https://www.adlingo.org/glossary/universal-ids-in-ctv/
- Published: 2025-01-15T09:12:00.000Z
- Updated: 2025-01-15T09:12:00.000Z
- Description: Identity resolution solutions designed to provide consistent audience identification across CTV apps and platforms while maintaining privacy compliance.
- Author: Travis Lusk
- Tags: CTV, #glossary, #Import 2026-10-27 17:05

Applying the same cross-platform identity logic to an environment where deterministic signals are scarce. In CTV, device IDs and IP addresses carry most of the identity weight. Universal ID solutions for CTV attempt to link those signals to known identifiers like hashed email, creating a more stable and privacy-compliant foundation for audience targeting and frequency management. Coverage varies significantly by platform. Some major streaming services do not participate in third-party identity frameworks at all.