Introducing Kii: IPG's Innovative, Cross-Compatible Advertising Targeting Solution
In a world where privacy concerns are at the forefront, IPG's data services arm, Kinesso, has unveiled a groundbreaking identity solution: Kinesso Intelligent Identity, or Kii. Pronounced as "key," this innovative offering is designed to help clients maintain effective ad targeting in a privacy-compliant environment.
As the internet's major platforms deprecate third-party cookies and Apple's IDFA, the expected loss of customer insight has become a significant challenge. However, Kii is designed to operate in this world, providing a scalable alternative.
Kii's unique capabilities target the historically challenging issue of cross-platform campaign measurement. It achieves this by building a privacy-first, unified identity graph that connects consumer interactions across devices and platforms. This graph is constructed using first-party data and probabilistic modeling, respecting user consent and privacy regulations like GDPR and CCPA.
One of Kii's key features is its interoperability, which can help optimize campaign delivery on both the open web and walled gardens. By leveraging deterministic data where available and probabilistic signals, Kii stitches consumer touchpoints together across mobile apps, web browsers, connected TVs, and other channels. This creates a holistic user view for better campaign attribution.
Kii also circumvents the loss of third-party cookies and Apple's IDFA by relying on identity graphs that operate independently of these traditional tracking mechanisms. This enables marketers to continue measuring campaign effectiveness without breaching privacy rules or relying on deprecated identifiers.
Enhanced data integration and activation are also at the core of Kii's offerings. It integrates various data sources (CRM, POS, mobile IDs) under a normalized identity to enable better audience insights, targeting, and measurement. Its platform architecture supports real-time data updates, improving the accuracy and timeliness of cross-platform measurement.
Compliance and transparency are paramount for Kii. It incorporates privacy governance at its core, ensuring that all identity resolution respects user permissions, opt-outs, and data privacy laws. This transparency builds trust with consumers and advertisers alike while maintaining effective attribution capabilities.
In summary, Kinesso Intelligent Identity (Kii) provides a scalable alternative to third-party cookies and IDFA by building a privacy-first, unified identity graph that enables marketers to attribute and measure campaign performance across devices and platforms reliably — all while honoring evolving consumer privacy expectations and regulatory requirements. With Kii, the historically complex task of cross-platform campaign measurement becomes more manageable, fostering a more privacy-compliant advertising landscape.
Technology plays a pivotal role in Kii's operation, as it uses advanced probabilistic modeling and data integration to construct a unified identity graph. This graph is essential for connecting consumer interactions across devices and platforms, allowing for a holistic user view and better campaign attribution, while also respecting privacy regulations like GDPR and CCPA.
Kii's interoperability and reliance on independently operated identity graphs also cater to the current technology landscape, circumventing the loss of third-party cookies and Apple's IDFA to continue measuring campaign effectiveness without breaching privacy rules or relying on deprecated identifiers.
