Omnichannel Audience Activation

Solution - Cross-Platform Measurement

Connecting Every Impression · Every Visit · Every Conversion · Every Day.

Semcasting
Identity Spine™

Your brand invests millions across CTV, Display, Social, and Search, but measurement is fragmented, modeled, and weeks behind. Identity Spine is the System of Record that connects every impression, interaction, and conversion to real people, on the day it happens.

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Fragmented Channels

Data trapped in platform silos. Each channel reports independently with its own attribution model and no shared identity layer.

Black-Box Platforms

Limited visibility into proprietary algorithms. You see what the platform wants you to see, not what's actually happening.

Probabilistic Guesswork

Reliance on modeled "maybe" instead of deterministic "must." Decisions made on estimates, not verified identity matches.

The Missing Link

No direct connection between media spend and real human behavior. The identity foundation that makes it possible simply doesn't exist.

CTV / TV

Impression Served

→

Display

Ad Exposed

→

Social / Search

Click & UTM Match

→

Website Visit

Visitor Identified

→

In-Store Visit

Footfall Matched

→

Purchase

Conversion Logged

Every step linked to a real person, matched daily against 256M consumers, 162M households, 16M businesses

CTV / TV

Log-level impression matching. Linear + streaming unified under one identity framework.

Display

Tag-based + LLD tracking. Cross-device identity resolved at the household level.

Social

UTM onboarding for Facebook, Instagram, and TikTok, matched back to real audiences.

UTM click matching for Google & Bing with audience sync and journey attribution.

Audio / OLV

Streaming impression IDs from Spotify, YouTube, and Pandora, identity-resolved.

CRM & 1P Data

First-party audience matching with 10 appended variables per matched record.

Measurement Outcomes

✓

Audience Membership

1st & 3rd-party segments matched back to every impression across every channel.

✓

Cross-Platform Impressions

Unified view across all channels using tagging or log-level data, de-duplicated.

✓

Website Visitor ID

Named leads with contact info, not anonymous traffic. Fed directly to sales follow-up queue.

✓

Store Footfall

In-store visits matched back to ad-exposed audiences for cross-channel attribution.

✓

Purchase / Conversion

POS & conversion data matched with up to 10 appended variables per record.

✓

Competitive Conquesting

Foot traffic from competitor locations attributed back to your campaigns.

WHY IDENTITY SPINE IS DIFFERENT

A System of Record, Not a Reporting Tool.

Identity Spine isn't a dashboard layer on top of platform data. It's a deterministic identity foundation that resolves every impression to a real person, daily.

85%+

Match rate at scale across.

256M

Consumers in identity graph: 162M households, 16M businesses.

Daily

Updates, not monthly reports. Optimize while campaigns are still live.

~$0.10–0.25

CPM: simple, predictable pricing based on records processed.

What Identity Spine Eliminates

✓

No More 8-Week Reporting Lag

Cross-platform results updated daily, not 6–8 weeks after the campaign ends when it's too late to act.

✓

No More Manual Reconciliation

Unified identity layer replaces weekly Excel reconciliation across platform exports.

✓

No More Platform-Reported Attribution

Identity Spine measures independently, not relying on each platform's self-reported metrics.

✓

No More Anonymous Website Traffic

Website visitors are identified as named leads with contact info, fed directly to sales.

Step 1

Connect

Onboard your CRM, media platforms, and site tags in days, no heavy integration required. Identity Spine accepts CRM files, tag-based signals, log-level data, and UTM parameters simultaneously.

Step 2

Resolve

Identity Spine links every impression, click, visit, and purchase to a real person, daily. IP+timestamp matching, device linkage, and HEM resolution across 256M consumers and 162M households.

Step 3

Optimize

Act on real data while campaigns are still live by reallocating budget, swapping creative, refining audiences, and pushing named leads to sales. No waiting for post-campaign reports to tell you what already happened.

Sample Identity Spine Configuration

CRM and 1st-party audiences matched and appended (up to 10 variables)

Audience segments onboarded to media platforms

Impressions served and identified via tagging or log-level data

Website visitor identification, named records with contact info

Store footfall traffic for measurement or competitive conquesting

Conversion / POS data matched and appended (up to 10 variables)

Stop Optimizing on Gut Feeling

Identity Spine delivers daily-updated, identity-resolved cross-platform measurement so you can reallocate budget, swap creative, and refine audiences while there's still time to matter.

Connecting Every Impression · Every Visit · Every Conversion · Every Day.

Marketing Measurement is Broken.