CIMM, OpenAP & ThinkMedium publish new report that diagnoses current challenges facing ID resolution and provides a blueprint of opportunities for the future of IDR.

Identity is the foundation of success in reaching today's advanced TV viewers and understanding campaign effectiveness. With a patchwork of identity solutions, our industry is at a crossroads--and the time is now to bring the industry together to define and strengthen the identity resolution framework that will support advanced TV's future.

Our new report, "Identity Resolution for Advanced TV and Video Advertising: A Case for Durability and Transparency” produced in partnership with CIMM and ThinkMedium, provides a detailed analysis of the IDR landscape and a diagnostic assessment of the current marketplace, with use cases and recommendations for strengthening and improving current ways of working through industry collaboration. 

“With the advent of streaming, we believe Identity Resolution will be the single most important thing we as an industry must coalesce around building new standards for over the next year to ensure the sustainability of TV advertising in the future.” - David Levy
Download the report below.

Key Takeaways

Market-wide challenges remain in data quality, durability, interoperability, and usability. However, achieving industry-wide solutions are challenged by rapid growth and development of the IDR ecosystem, fragmentation and complexity, and misaligned incentives across stakeholders.

In order to achieve change, the data-driven video industry needs:

Transparency

The most significant problem in the current IDR ecosystem, especially among buyers, is a lack of transparency and consistency across the definitions and methodologies related to identity data. The most important step that the industry can take to improve the IDR ecosystem is to increase transparency for identity-related data and practices.

Consistency

Identity resolution is critical to the future of TV and video advertising, but, in a privacy-centric market, a new level of collaboration is required to provide needed consistency in the marketplace, protect data-driven video investments, unlock opportunities, and support the industry outside of walled gardens.