How might Zeta Global Holdings evolve its Identity Graph technology to improve cross-device user identification and tracking in a privacy-compliant manner?

Introduction

To evolve Zeta Global Holdings' Identity Graph technology for improved cross-device user identification and tracking in a privacy-compliant manner, we need to address several key aspects. This challenge involves enhancing data collection and integration methods, improving machine learning algorithms, and ensuring robust privacy safeguards. I'll outline a strategic approach to tackle this product improvement initiative.

Step 1

Clarifying Questions (5 mins)

• Looking at the current market landscape, I'm thinking privacy regulations are becoming increasingly stringent. Could you share insights on how recent privacy laws like GDPR or CCPA have impacted Zeta's Identity Graph technology?

Why it matters: Determines the level of privacy-compliance measures needed Expected answer: Significant impact, requiring substantial changes to data collection and processing Impact on approach: Would focus on privacy-by-design principles and user consent mechanisms

• Considering the cross-device nature of the product, I'm curious about the current accuracy rates of user identification across different device types. What are our current match rates for desktop vs. mobile vs. connected TV users?

Why it matters: Identifies areas of strength and weakness in current technology Expected answer: Higher accuracy on desktop and mobile, lower on connected TV Impact on approach: Would prioritize improvements for device types with lower match rates

• Given the competitive nature of the adtech industry, I'm wondering about our market position. How does Zeta's Identity Graph technology currently compare to major competitors like LiveRamp or Neustar in terms of scale and accuracy?

Why it matters: Helps define the competitive advantage we need to maintain or achieve Expected answer: Competitive in certain verticals, but room for improvement in others Impact on approach: Would focus on strengthening areas where we lag behind competitors

• Thinking about the product lifecycle, I'm considering where we are in terms of market adoption. What percentage of Zeta's client base is currently utilizing the Identity Graph technology, and what's the growth trend?

Why it matters: Determines if we should focus on adoption or refinement Expected answer: 60% adoption with steady growth Impact on approach: Would balance between improving existing features and expanding capabilities