Citing solutions: The number of companies offering identity solutions as consumer privacy concerns ratchet up has expanded.
- These providers include TV networks and social media platforms, agencies that help customers craft ad strategies, and retailers that are deploying media networks.
What’s next? Our recently published report, Identity Resolution 2022: Navigating the Chaos Around the Privacy Reset, cites these and other trends.
- Consolidation among solution providers is expected to continue.
- First-party data has become more important than ever, and companies with access to customer data will focus on activities such as audience segmentation, targeting, measurement, and attribution.