Vehicle Identity Graph
The charger reads the EVCCID. We resolve it.
Under ISO 15118, EV chargers never receive Make, Model, or VIN, only an encrypted hardware identifier (EVCCID). VideoEV built the resolution layer that matches it against the Vehicle Identity Graph and returns a vehicle profile for the ad auction.
The base match is deterministic where the Vehicle Identity Graph has coverage. Unresolved sessions fall back to contextual-only targeting. Downstream audience enrichments (household income proxy, retail affinity, session-duration estimate) are modeled from the deterministic source signals and labeled where they appear.
Anchor Signals
Raw deterministic + probabilistic
Clean Room Enrichment
LiveRamp spine · Experian auto
Unified Profile
Resolved vehicle identity
RFID hash · EVCCID hardware identifier
Mobile Ad ID (MAID) at station radius
kW acceptance curve, unique per model
LiveRamp
Identity Spine
Experian
Auto Registry
RESOLVED VEHICLE IDENTITY · ILLUSTRATIVE
2024 Porsche Taycan
Turbo S · trim resolved from graph
Vehicle Identity Graph built for programmatic DOOH
VideoEV · Proprietary & Confidential
The gap every CPO is sitting on
A CPO running 500 stalls processes thousands of charging sessions a day. Each one contains an EVCCID. Without a resolution layer, that identifier is useless, the CPO has no idea if they just charged a Porsche Taycan or a Chevy Bolt. Gas Station TV has the same problem: it knows a car pulled up to a pump, but not what car.
That gap is why hardware-resolved vehicle identity has not been the audience primitive for DOOH advertising at EV charging networks or gas stations. Vistar Media and OUTFRONT Media build sophisticated DOOH audience products on polygon catchments and modeled mobile-location data; the audience signal there is modeled from phone movement plus panel data, which is a different category of signal than a per-impression hardware identifier. The charger telemetry was always there. The Vehicle Identity Graph that resolves it is what is new.
There are other ways to resolve a vehicle at a charger. Some prior-generation charging-media operators linked the driver through a mobile-app install on the companion app, or used windshield-facing cameras to read make and model. Both work, both create friction: the app path requires opt-in installs and breaks when the driver uses the wrong app; the camera path requires hardware capex per stall plus municipal permission. The Vehicle Identity Graph resolves the EVCCID off the OCPP wire instead, so resolution is passive: no app install, no camera at the stall, no opt-in step for the driver. That is the part that makes the integration model scale without per-station hardware spend.
How Resolution Works
How a hardware ID becomes a vehicle profile
Charger receives an anonymous identifier
When an EV connects, the charger receives an EVCCID, an encrypted hardware identifier derived from the vehicle's MAC address. ISO 15118 automotive privacy standards mean Make, Model, and VIN are never transmitted to public infrastructure.
OCPP 2.0.1 · ISO 15118VideoEV ingests the session record
The full OCPP session record, EVCCID, station ID, connector type, session timestamp, and energy delivered, is pushed to VideoEV in real time. The identifier alone tells you nothing. That's the gap every CPO is sitting on.
Real-time ingestionDeterministic matching against the identity graph
The EVCCID is matched against the Vehicle Identity Graph, a cross-reference of hardware identifiers, CPO session histories, and public trim / MSRP data. Resolution is deterministic where the graph has coverage. Sessions the graph cannot resolve fall back to contextual-only targeting; a match-confidence class (High / Medium / Unresolved) rides every bid request.
Deterministic · No panelsSession-resolved vehicle profile attached
Where the graph resolves a session, it returns Make and Model with a match-confidence class; Trim and Model Year resolve when the graph supports it, and an MSRP proxy is derived from public trim/MSRP mapping. That profile becomes the targeting signal for the ad auction on that session, passed to the SSP in the bid request.
Make · Model · MSRP proxyWhat Gets Resolved
Six signals. One OCPP identifier.
One confirmed match. One vehicle profile in the SSP bid request, before the first ad slot fills.
Technical Questions
How it actually works
Why don't chargers just read the VIN?
They can't. ISO 15118, the protocol that governs EV-to-charger communication, does not expose VIN, Make, or Model to charging infrastructure. What passes over the wire is a cryptographic identifier. This is intentional: automotive OEMs treat vehicle identity as proprietary.
What's an EVCCID?
Electric Vehicle Communication Controller ID. It's a hardware-level identifier derived from the onboard communication chip's MAC address. It's consistent across sessions for the same vehicle, which is what makes deterministic matching possible.
Is this probabilistic matching?
No. Probabilistic models infer identity from behavioural signals, browser history, app data, lookalike modelling. Our matching is deterministic where graph coverage exists: the EVCCID is a stable hardware identifier that can resolve to a vehicle profile through the Vehicle Identity Graph. When the graph resolves a session, the vehicle profile is attached with a match-confidence class (High / Medium / Unresolved). Unresolved sessions fall back to contextual-only targeting.
What happens when there's no match?
The session still runs. Unresolved sessions are served contextual inventory, station type, location, time of day, without vehicle-level targeting. Match confidence is passed with every bid request so buyers can set floor prices accordingly.
The first Vehicle Identity Graph built for programmatic DOOH.
Gas Station TV, Vistar Media, and OUTFRONT Media build audiences through modeled mobile-location and panel data. VideoEV resolves the EVCCID to make, model, and MSRP tier through the Vehicle Identity Graph. Different category of signal, hardware-derived per impression. No cookies. No PII. If you run a charging network, talk to us about the identity data already in your OCPP stream.