• by Laurie Sullivan  @lauriesullivan, July 31, 2024

Deep Sync, a provider of omnichannel identity, AI, and data solutions, has launched an integration with MNTN, a performance TV advertising platform, to optimize audience accuracy, individual- and household-level targeting, and conversions.

The deal means MNTN advertisers can now leverage Deep Sync’s deterministic identity to improve customer onboarding and more effective household-level targeting. Deep Sync calls it an “identity spine.”

The identity spine is built on U.S. deterministic residential and commercial addresses, using United States Postal Service data that covers 97% of consumers and 85% of businesses.

The data, updated weekly, uses what the company defines as “high-quality” offline and online data sources that spans consumers, residents, businesses, students, new movers, new homeowners, and more. It provides precise targeting capabilities to connect omnichannel views of consumers through the use of offline personal information linked to digital identifiers.

Today, Deep Sync powers 5% of direct mail delivered in the United States annually. Its current count of direct mail-grade consumer records is 261,899,629, suitable for First-Class Mail, and has become a household-level connected television (CTV) targeting option.

Three-quarters of connected television media buyers now purchase programmatically, according to data released by the Interactive Advertising Bureau. The IAB released the 2024 IAB Digital Video Ad Spend & Strategy Report in mid-July.

Activation, per the report, is roughly equal among the real-time bidding (RTB) and open exchanges at 36%, to private marketplaces (PMP), preferred deals, and programmatic guaranteed at 34%; and ad networks at 30%.

Consumers can opt out in all states, not just those that legally require it, the companies say. They also adhere to “Do not sell” requests across all advertising types and channels, including targeting, cross-contextual advertising, profiling, and automated decision-making.