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.
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
How is the ID provider landscape evolving?
Where does ID resolution factor into marketing budgets?
What role do DCRs play in ID matching?
Will IP addresses meet the same fate as third-party cookies and mobile device IDs?
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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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.
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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Extent to Which Selecting Identity Solutions Is an Urgent Priority According to Marketers vs. Publishers Worldwide, Oct 2021 & Sep 2022 (% of respondents)
Extent to Which Selecting Identity Solutions Is an Urgent Priority According to Marketers vs. Publishers Worldwide, Oct 2021 & Sep 2022 (% of respondents)