Report: Identity Resolution

FOR ADVANCED TV AND VIDEO ADVERTISING

Identity and identity resolution (IDR) have continued to serve as the backbone for ad experiences that are relevant, personalized, and impactful across Advanced TV and Video Advertising (ATVA). But with the rise of digital streaming, privacy concerns, and ongoing inefficiencies, it’s clear the ecosystem needs a strategic reset.

That’s why CIMM and OpenAP commissioned a study by ThinkMedium, which concluded that industry alignment is needed to ensure the durability of identity resolution for ATVA. The report:

🔍Decodes the identity resolution ecosystem (see below for an example)
📊 Diagnoses challenges with the current Advanced TV and Video Advertising landscape
🤝 Proposes collaboration for a more resilient and effective identity resolution ecosystem

As IDR and ATVA evolve, alignment, transparency, and collaboration are critical for a durable, efficient future. Ready to dive deeper? Read the report and follow up with us to help define a better future for TV and video advertising!

Download the Report…

Special thanks to our supporting partners Claudio Marcus and Kyle Antoian — and to CIMM and OpenAP for engaging us for this project!

Report Preview: Identity Resolution Taxonomy

Understanding, navigating, and improving upon current IDR strategies begins with recognizing that IDR is undertaken to serve specific advertising planning, activation, and measurement use cases. A use case determines which ecosystem stakeholders to engage, the data inputs and outputs needed, and which practices and processes, enabled by a variety of solutions and technologies, are being leveraged to reconcile identity-related data. Given the diverse range of potential approaches, it is critical to identify how each of these elements is currently implemented within your workflows today to uncover challenges, inefficiencies, and opportunities to better optimize value. See below for a sample breakdown of some of these elements.