ID Resolution H1 2023

The Ad Industry Gets Serious About Cookie-Free Diets

Report by Paul Verna  | Mar 29, 2023
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Table of Contents
ID Resolution H1 2023
The costs of ID resolution are rising.
Marketers and publishers are getting serious about the ID phaseout.
The identity ecosystem involves everyone.
What are the keys to success in a post-cookie world?
Are IP addresses next?
Four best practices for navigating the fluid ID landscape.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don’t rely on cookies and mobile IDs.
Topics
Consumer Privacy & Security
Programmatic Advertising
Marketing Technology
United States
Table of Contents
ID Resolution H1 2023
The costs of ID resolution are rising.
Marketers and publishers are getting serious about the ID phaseout.
The identity ecosystem involves everyone.
What are the keys to success in a post-cookie world?
Are IP addresses next?
Four best practices for navigating the fluid ID landscape.
Insider Intelligence Interviews
Sources
Media Gallery

ID Resolution H1 2023

ID resolution—identifying individual users across digital touchpoints—is critical for marketing success. But the deprecation of legacy identifiers will continue, and the ad industry needs to adopt post-cookie solutions now before its hand is forced. Marketers must test new collaboration paradigms like data clean rooms (DCRs) and revisit older concepts such as probabilistic matching and contextual targeting. The order of the day is experimentation.

KEY QUESTIONS

  1. How is the ID provider landscape evolving?
  2. Where does ID resolution factor into marketing budgets?
  3. What role do DCRs play in ID matching?
  4. Will IP addresses meet the same fate as third-party cookies and mobile device IDs?
US Identity Solutions and Services Spending, 2018-2023 (billions)
E-Mail ChartDownload

KEY STAT: ID resolution will be a $10 billion industry in the US this year, just one indicator of the monumental challenge in reconciling ID conflicts.

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8expert perspectives

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    Table of Contents

    1. ID Resolution H1 2023
    2. The costs of ID resolution are rising.
    3. Marketers and publishers are getting serious about the ID phaseout.
    4. The identity ecosystem involves everyone.
    1. What are the keys to success in a post-cookie world?
    2. Are IP addresses next?
    3. Four best practices for navigating the fluid ID landscape.
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    US Identity Solutions and Services Spending, 2018-2023 (billions)Extent to Which Selecting Identity Solutions Is an Urgent Priority According to Marketers vs. Publishers Worldwide, Oct 2021 & Sep 2022 (% of respondents)

    Interviewed for This Report

    Kevin Bauer
    Prohaska Consulting
    Vice President of Data and Identity Strategy
    Interviewed March 9, 2023
    Allyson Dietz
    TransUnion
    Senior Director of Product Marketing
    Interviewed March 7, 2023
    Field Garthwaite
    IRIS.TV
    Co-Founder, CEO
    Interviewed February 23, 2023
    Bharad Ramesh
    GroupM
    Executive Director of Research and Investment Analytics
    Interviewed March 7, 2023
    Budi Tanzi
    Experian Marketing Services
    Vice President of Product
    Interviewed March 6, 2023
    Benjamin Vandegrift
    VAB
    Vice President of Measurement Solutions
    Interviewed March 8, 2023
    Bob Walczak
    MadTech
    CEO
    Interviewed February 14, 2023
    David Wiesenfeld
    TransUnion
    Lead Strategist of Media and Entertainment
    Interviewed March 7, 2023

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    authors

    Paul Verna

    Contributors

    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher
    Max Willens
    Senior Analyst