Identity resolution is in a state of flux in the US advertising industry, with third-party browser cookies and mobile IDs being ushered out in the name of consumer privacy.
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.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
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?
Who are the key players in ID resolution, and how will their businesses evolve amid further changes in the privacy landscape?
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.
Here’s what’s in the full report
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22expert perspectives
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Table of Contents
Executive Summary
Key Points
Industry Leaders Feel Prepared Despite Revenue Drops From Apple Privacy Reset
Programmatic Advertising’s Complex Web of Sellers, Buyers, and Everything in Between
Consolidation, Battle Over IP Addresses Will Impact Identity Resolution
Companies Will Look to Industry Initiatives and In-House Solutions
General Manager, Cross-Channel Strategic Solutions
Interviewed December 21, 2021
Iván Markman
Yahoo
Chief Business Officer
Interviewed December 16, 2021
Steve Mougis
DoubleVerify
Global Chief Revenue Officer
Interviewed January 6, 2022
Kunal Nagpal
InMobi
Senior Vice President and General Manager, Publisher Platforms and Exchange
Interviewed December 13, 2021
Michael Nevins
Smart AdServer
CMO
Interviewed January 6, 2022
Mathieu Roche
ID5.io
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
TransUnion
Senior Vice President, Media and Entertainment Vertical
Interviewed December 17, 2021
Anudit Vikram
MediaMath
Chief Product Officer
Interviewed December 22, 2021
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Internal Changes US Marketers/Agencies and Publishers Are Making* to Prepare for the Changes Being Made to Third-Party Cookies and Ad IDs, April 2021 (% of respondents)
Internal Changes US Marketers/Agencies and Publishers Are Making* to Prepare for the Changes Being Made to Third-Party Cookies and Ad IDs, April 2021 (% of respondents)