Household graph
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
What makes deduplication between connected TV and addressable television possible at all, since neither can see an individual. It is also the point where a privacy review should press hardest, because a household graph is an inference about people who never supplied it. AdBuyMCP's ledger keys on an opaque household key issued by a separate key-translation service and never resolves it back to anything.
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Identity resolution
The process of deciding that two different identifiers refer to the same person or household, so that behaviour seen under one can be joined to the other.
Deduplication
Removing the double-counting that occurs when the same person is reached by more than one channel or placement in a campaign, so that combined reach reflects distinct people rather than the sum of each channel's separate count.
Exposure ledger
A single record of advertising exposures across every channel, keyed on whichever of four identifiers a channel can supply — an opaque household key, a hashed advertising id, a consent-based id, or a postcode sector — with per-key legal grading.
Mobile advertising ID (MAID)
A resettable identifier assigned by a mobile operating system to a device, used to recognise the same device across apps for advertising. Apple's IDFA and Google's advertising ID are the two that matter.
More on targeting and identity
How an audience is described to a seller, and how much of the description survives. Most of the honest difficulty in media buying lives here.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through