Publishers will need a robust omnichannel identity in a cookie-less world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 25, 2020, 4:57 PM UTC

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.

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