Identity Resolution 2022

Navigating the Chaos Around the Privacy Reset

Executive Summary

The triple whammy comprising Apple’s decision to phase out its mobile Identifier for Advertisers (IDFA), Google's impending deprecation of third-party cookies in its market-leading Chrome browser, and the growing sensitivity to consumer privacy issues is forcing advertisers to rethink how they target and measure ads. This is a gradually unfolding process, with new approaches evolving as practitioners adapt to the changes.


  1. What disruptions have digital advertisers, publishers, and vendors faced in the identity resolution space since Apple’s mid-2021 privacy changes, and how will these continue to unfold in the next two years?
  2. Who are the key players in ID resolution, and how will their businesses evolve amid further changes in the privacy landscape?
  3. How prepared are marketers, agencies, publishers, and ad tech intermediaries for the changes that many experts believe are in the offing?

WHAT’S IN THIS REPORT? Analysis on current industry challenges with identity resolution, including the money at stake, key players, prevailing trends, predictions, and tips for marketers, publishers, and ad tech vendors.

KEY STAT: US programmatic display ad spending will top $123 billion by the end of 2022 and reach nearly $142 billion in 2023.

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22expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Industry Leaders Feel Prepared Despite Revenue Drops From Apple Privacy Reset
    4. Programmatic Advertising’s Complex Web of Sellers, Buyers, and Everything in Between
    1. Consolidation, Battle Over IP Addresses Will Impact Identity Resolution
    2. Companies Will Look to Industry Initiatives and In-House Solutions
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Peter Barry
    Vice President, Addressability
    Interviewed January 27, 2022
    Joanna Burton
    Chief Strategy Officer
    Interviewed November 16, 2021
    Tal Chalozin
    Co-Founder and CTO
    Interviewed December 17, 2021
    Kerel Cooper
    Interviewed December 17, 2021
    Devon DeBlasio
    Vice President, Product Marketing
    Interviewed March 2, 2022
    Brian DeCicco
    US Chief Data Strategy and Analytics Officer
    Interviewed February 2, 2022
    Jed Dederick
    The Trade Desk
    Executive Vice President and Chief Client Officer
    Interviewed December 20, 2021
    Kurt Donnell
    President and CEO
    Interviewed December 17, 2021
    Kyle Dozeman
    Chief Revenue Officer, Americas
    Interviewed December 21, 2021
    Alistair Goodman
    CEO and General Manager
    Interviewed January 4, 2022
    John Goulding
    Head of Strategy, US
    Interviewed December 14, 2021
    Romain Job
    Smart AdServer
    Chief Strategy Officer
    Interviewed January 6, 2022
    Joey Leichman
    Vice President, Buyer Development
    Interviewed December 21, 2021
    James Malins
    General Manager, Cross-Channel Strategic Solutions
    Interviewed December 21, 2021
    Iván Markman
    Chief Business Officer
    Interviewed December 16, 2021
    Steve Mougis
    Global Chief Revenue Officer
    Interviewed January 6, 2022
    Kunal Nagpal
    Senior Vice President and General Manager, Publisher Platforms and Exchange
    Interviewed December 13, 2021
    Michael Nevins
    Smart AdServer
    Interviewed January 6, 2022
    Mathieu Roche
    Co-Founder and CEO
    Interviewed January 31, 2022
    Shailley Singh
    Interactive Advertising Bureau (IAB) Tech Lab
    Senior Vice President, Product Management and Global Programs
    Interviewed December 15, 2021
    Andre Swanston
    Senior Vice President, Media and Entertainment Vertical
    Interviewed December 17, 2021
    Anudit Vikram
    Chief Product Officer
    Interviewed December 22, 2021

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    Paul Verna


    Ross Benes
    Senior Analyst
    Caroline Fulford
    Senior Researcher
    Evelyn Mitchell
    Analyst, Digital Advertising & Media

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