No user object — no cookies, no IFA-for-a-person, no EIDs. Identity is the venue. dooh.venuetype classifies the venue 1, device.geo locates it 2, and audience data feeds imp.qty.multiplier 3 to estimate viewers per play. Three signals replace everything web gets from cookies 4. Bidders bid on place, not person 4.
FIELD NOTES
- device.ifa in DOOH IDs the screen hardware, not a person
- No user object = no user-level freq cap, retargeting, or attribution
- 5 venue taxonomies; mismatched buy/sell silently breaks targeting