With the rise of cookie-less devices like CTV, there is an opportunity for a new identity solution that is transparent, cross-platform and equitable.
Around 50% of CTV audiences in Europe are streaming daily, according to Statista. Concurrently, an IAB report found that nearly 59% of buyers worldwide are increasing their CTV budgets this year.
While rising investments, addressability and measurability have become more important, identity is still a puzzle. Though some CTV identity solutions are emerging, it is still in its nascent stage.
Marketers need a common identity solution on CTV platforms, which would be driven by publisher-created and managed identifier. This identifier, when used with first-party data to create segments that scale across all publishers, would be ideal for omnichannel experiences and would be useful in serving consumers across browser-less devices and platforms.
[3 minute read]
