Independent ad server Flashtalking has expanded its ID Connect capability to allow advertisers to orchestrate identity across key partners and to deploy more effective personalised creative cross-device. According to Flashtalking, ID Connect unifies user and campaign data across platforms, channels and devices to deliver more relevant, personalised advertising and better measurement.

Flashtalking said the solution solves two major industry challenges. One, it allows a marketer or agency to work with the cross-device partner of their choice and target off a partner identity. Or, if they’re simply concerned about improving match rates with their DMP, the solution heads off the typical data loss, which it says can be around 20 per cent inside a traditional integration and cookie sync between a DSP, DMP and ad server.

And by using an ID based on data that includes offline transactions, advertisers are able to deploy sophisticated cross-device personalised advertising, which is not possible with cookies alone. Flashtalking expects a 100 per cent audience match with the partner IDs and – uniquely – have the capability to access DMP data based on DSP IDs.

When someone visits an advertiser’s site, Flashtalking coordinates with the identity partner of choice to track activity keyed to the visitor’s cross-device identity. Flashtalking also integrates with the advertiser’s preferred DMP partner to coordinate audience segmentation by identity. When the person views an ad online, Flashtalking syncs with the identity partner in real-time to ensure a 100 per cent identity match for creative personalisation. This, the company claims, is superior to solutions in the market that rely on offline graphs and cookie synchronization.

“The new service provides a free and open choice of the best partner identity to use for a given business and campaign objective,” said Anthony Yam, SVP product at Flashtalking. “The data loss caused by cookie syncs has been something the industry has lived with for too long. We are super excited to be rolling out this new service to provide advertisers with more accurate and impactful methods to activate their data, to provide a more sophisticated personalised ad experience and increase marketing performance.”