#identity-solutions

#identity-solutions

Identity solutions are essential for effective inventory monetization among publishers.

Gamer.ID is a new identity framework for gaming marketing that enhances audience targeting while ensuring user privacy.

OpenX and ID5 partnership addresses cookie signal loss by enabling audience targeting in traditionally unaddressable environments, enhancing reach and maximizing revenue.

Privacy-focused identity solutions are crucial post third-party cookies phaseout.

The IAB Tech Lab's ID Solutions guide clarifies the identity solution landscape and debunks privacy myths.

Standardization in identity solutions is crucial for clarity and effective compliance.

The third-party cookie is unlikely to vanish soon, pending the outcome of user opt-in rates in Chrome.

Digital advertisers want CTV to align with digital practices for better data and targeting capabilities.

Mergers and acquisitions in ad tech show a potential resurgence, with strategic shifts toward sustainable marketing and ID-targeting due to cookie decline.

The identity solution market is fragmented with 20+ solutions, but only a few are expected to survive in the next five years.

ID5 secures $20 million in Series B funding, demonstrating market confidence and growth in addressing the signal loss problem.

Google removes cookies for 1% of Chrome users, advertisers must adapt

Alternative data like ID solutions and first-party data are emerging amidst the demise of cookies.

Food and drink, and travel industries heavily rely on cookies for programmatic ad buys with 86% usage, slow shift to cookieless alternatives.

Ad buyers are increasingly focusing on placements with publishers with first-party data.

Despite the cookie depreciation deadline being extended to 2025, advertisers should continue testing alternative identity solutions.