Interactive publication
Back to the catalogueAdvertising semanticsCase 16 of 22
Mixed-provenance channel bundle
A multi-channel activation (e.g. CTV + DOOH + mobile) mixes location provenances of very different quality; because any channel's exposure puts a household in the treatment arm, the bundle's assignment integrity is set by the worst-resolving channel, not the average — one contaminated stream contaminates the arm.
Class
Case to account for
Affects
3 conversions
01
Detection
Channel mix spans provenance classes (physical, address_matched, ip_inferred) while the experiment unit was chosen for the best class.
02
Mitigation
01
Take the coarsest floor across activated channels as the assignment unit
02
Record per-channel provenance in the campaign record so the floor is computable at design time
03
Point-resolved channels (physical screens) keep their precision for delivery and audience work — only the assignment unit degrades
03
Affected conversions
IP lookupH3 (probabilistic crosswalk)
OPENPointH3
OPENH3platform-native IDs
OPENMore in Advertising semantics
Bidstream truncationCarrier NAT / multi-family IP poolingCorridor boundary oscillationCross-device location stitchingDeclared resolution exceeds input accuracyDestination interestExcluded-area leakageFrequency across overlapping targetsGPS noise / boundary oscillationGPS-derived location accuracyHome location inferenceIP-derived locationLocation confidence scoringLocation interest versus presenceLookback window sensitivityPhysical presencePooled location sources in delivery logsPublisher-declared locationRecent presenceTreatment/control contaminationWork location inference