Future of TV Briefing: Why a creative ID system could save the streaming ad market 'millions of dollars'

"If you put economic terms on all of this lost value, we think it would measure in the millions and millions of dollars," said Ryan McConville, evp of ad platforms and operations at NBCUniversal.

"Think of this as a meta-registry," IAB Tech Lab CEO Anthony Katsur said.

Read at Digiday