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.
Ad tech glossary
Universal IDs in CTV
Technical definition
Identity resolution solutions designed to provide consistent audience identification across CTV apps and platforms while maintaining privacy compliance.
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Related terms
- Audience Addressability
- AVOD (Advertising-Based Video On Demand)
- AVOD Stacking
- Co-Viewing Measurement
- Competitive Separation
- CTV (Connected TV)
- Deal Discovery
- Dynamic Ad Load
- Dynamic Pod Optimization
- FAST (Free Ad-Supported Television)
- Header Bidding for CTV
- Pod Length
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