eMarketer pleased to moderate a Tech-Talk Webinar featuring Neustar's Devon DeBlasio, product marketing director, and Ryan Engle, head of product, customer intelligence, together with ActionIQ’s Zachary Van Doren, senior director of partnerships and alliances, and Florian Delval, director, technical product marketing. They discussed what data chaos is, and why true, unified identity is an imperative for brands.

Advances in cross-channel identity and measurement, as well as improvements in technologies used to determine who within a household is watching a CTV at any given time, will drive growth in programmatic CTV ad spending. Trend: Addressable Is a Bright Spot on the TV Dial. Linear TV advertising is no longer a growth industry, but the addressable portion is.

Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA)—rumored to roll out this month—will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Infutor Data Solutions' John Barnes, CTO, and Brian Burke, vice president of product. They discussed the true value of consumer identity—and how historical, current and predictive data are the past, present and future of digital marketing.

When we spoke with experts in publisher ad monetization in January, most of them expected the field of identity solutions to narrow over the coming year as adoption continues, but they felt it was unlikely that a single identifier alone would replace third-party cookies.

Thanks to new identity-based solutions, savvy publishers are able to value their inventory for what it’s really worth and unlock new ways to monetize their audience data.

As facial recognition systems become increasingly accurate, more governments and law enforcement organizations are tapping them to verify people’s identities, nab criminals and keep transactions secure.

Email’s new lease on life, and why you need to understand its critical role with identity. Plus! Brian Glover, head of product marketing for Adobe Marketo Engage, joins the conversation. Presenters:. Dave Frankland is a principal analyst at Insider Intelligence. He leads the Marketing Desk which provides research and analysis for CMOs and Customer Experience professionals.

Gen Z adults were more likely to value “individualistic traits” and “view their personal identity in terms of what they do, rather than who they are” (Morning Consult).

Challenges to ad targeting on CTV include identity, fragmented inventory, and measurement:. The CTV environment—like all non-web environments—has always lacked cookies. But these are often logged-in environments, and IP addresses are commonly used to tie CTV viewer identities to a household.

Through open banking, financial institutions gain the ability to process their customer-permissioned data, not just for better risk assessment, identity verification, or more robust payments capabilities. In embedded finance partnerships, both partners—the bank and the brand—can share data with each other.

How are publishers evaluating new or proposed identity solutions? Like marketers, publishers are examining various identity solutions designed to replace the third-party cookie as a persistent identifier on the web.

Blockchains assign users alphanumeric addresses that obscure their real-world identity when sending or receiving assets. And if investors can’t determine traders’ actual identities, they also can’t tell whether asset prices and trading volumes are real or the product of bots operating multiple wallets—or a group of people trading collusively.

Banks could also pair consumer CBDC accounts with their current frameworks for identity management and privacy. Hanging onto financial institutions as intermediaries may also improve the prospects of further innovation related to digital dollars. Conversely, the Fed cautions that banks may face new risks with a CBDC—and notes that they could be mitigated:.

It helps define their personal identities and get them through difficult times, according to research by Deloitte. In February 2021, 87% of Gen Zers reported playing video games on devices including smartphones, consoles, or computers at least weekly, compared with 83% of millennials and 79% of Gen Xers.

Identity Theft Resource Center. Infoblox. Intermountain Healthcare. Ipsos. Office for Civil Rights, US Department of Health and Human Services. The Pew Charitable Trusts. PwC. Reposify. Risk Based Security. Rock Health. Sophos. Stanford Center for Digital Health. Trustwave. Yale New Haven Health.

Our Take: While the marketing team is responsible for building and evolving the brand identity, getting buy-in companywide is an important and sometimes overlooked step. Change management is essential when introducing a new brand identity and when stakeholders feel heard, they feel more connected.

Besides reducing hold times, the feature could preauthenticate users, reducing fraud risk and shortening the identity verification process. Making a branch appointment. This feature similarly reduces customers’ wait time, whether on the phone or in person.

And its confidential nature also protects users from identity theft, which may make blockchain-based digital payments more attractive to consumers. Stablecoins Are a Reliable Medium of Exchange—in Theory. Cryptos in this asset class are pegged to the value of an underlying asset such as the US dollar or gold.