The goal is to establish a shared mental model for identity, addressability, and precision, one that holds up across environments (web, app, CTV, retail media) and remains valid as technology and regulation evolve.
This first article lays the foundation: how programmatic advertising works end-to-end, how identity enters the system, and why metrics like match rate exist at all. Subsequent articles will build on this to explore precision loss, experimentation, and governance.