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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

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.