An Interview with Ian Tattenham, Chief Strategy Officer at Semcasting

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At CES 2025, we spoke with Ian Tattenham, Chief Strategy Officer at Semcasting, to learn more about how they are tackling the challenges of identity resolution and data enrichment in a cookieless world. Semcasting's unique approach is helping brands and enterprises achieve accurate audience targeting and campaign measurement, even as traditional identifiers like cookies disappear.

Q. Can you introduce yourself and tell us more about Semcasting?

Ian: I’m Ian Tattenham, Chief Strategy Officer at Semcasting. We specialize in identity resolution and data enrichment services. Contrary to what some might think, our company name has nothing to do with search engine marketing. Our focus is on helping businesses connect digital interactions with real-world identities.

We’ve built what we call a “graph of graphs,” connecting postal addresses, people who live in those homes, businesses, and their associated devices. Our technology can resolve time-stamped IP addresses to specific postal addresses with an 85-95% success rate across the United States, which is a game-changer for accurate audience targeting.

Q: What brings Semcasting to CES 2025, and what are your key objectives here?

Ian: This is a fantastic venue for us to meet with clients and prospects, and to showcase how our technology can solve some of the most pressing issues in digital marketing.

The buzz around data privacy and the shift away from third-party cookies has been a hot topic at CES. Companies are looking for alternative ways to measure reach and engagement, and we’re here to demonstrate how Semcasting can deliver accurate, privacy-compliant solutions.

Q: What trends in data management and audience targeting are you seeing at CES?

Ian: One key trend is the shift toward first-party data strategies. Brands want to own their data and ensure it’s being used effectively. The days of relying on third-party cookies are over, and companies need more robust ways to connect their CRM data to digital interactions.

Another trend is the focus on privacy and compliance. With the increasing number of privacy regulations, companies are becoming more cautious about how they handle consumer data. Our technology ensures that all data we work with is privacy-compliant, which is critical in today’s landscape.

Q: How does Semcasting help clients address the challenges of data privacy and regulatory compliance?

Ian: Privacy and safe data handling are core to what we do. We work with enterprises in industries like healthcare and finance, where data privacy is non-negotiable.

We’ve built our system to focus on first-party data, ensuring that all the identifiers we use are opt-in and deterministic. We are SOC Type II and HITRUST certified, which means we adhere to the highest standards of data security.

Q: What’s next for Semcasting after CES?

Ian: Our big focus in 2025 is helping brands achieve unified reach and frequency across their campaigns. By leveraging our data enrichment capabilities, we can ensure that brands are reaching the right households, on the right devices, at the right time.

We’re also investing in automated data enrichment, which allows clients to seamlessly integrate our data into their customer data platforms (CDPs) or cloud environments, ensuring accurate and actionable insights at scale.

Q: What are your thoughts on the future of audience targeting and the use of IP addresses?

Ian: There’s been some interesting news recently. Google, for example, has expressed support for using IP addresses as a verification tool. However, IP addresses are dynamic and can change frequently, which makes them tricky to use for targeting.

At Semcasting, we focus on resolving time-stamped IP addresses to postal addresses. This approach allows us to accurately connect digital interactions to real-world identities without relying on cookies or outdated identifiers. It’s a scalable solution that ensures accurate campaign measurement.

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