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.

Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

Identity resolution is in a state of flux in the US advertising industry, with third-party cookies and mobile IDs being ushered out in the name of consumer privacy.

Chaos in identity resolution. Identity is the “connective tissue” of ad measurement, according to Eric John, vice president of the IAB’s Media Center. “You can’t measure without identity at some level. It might be a household, it might be an individual, but [you must] understand how an impression is actually delivered, received, and rendered across all these different places,” he said.

Our recently published report, Identity Resolution 2022: Navigating the Chaos Around the Privacy Reset, cites these and other trends. Consolidation among solution providers is expected to continue. First-party data has become more important than ever, and companies with access to customer data will focus on activities such as audience segmentation, targeting, measurement, and attribution.

Report: Identity Resolution 2022. Article: What personal info would consumers give away for $20? Article: How Apple Mail could be spoiling email performance metrics.

Identity Resolution. At the risk of sounding like a broken record, identity resolution is the biggest challenge shaping digital ad spending trends. Even as display spending is increasing, the amount of inventory that’s targetable by third-party identifiers shrinks. Changes in identity aren’t affecting how much advertisers spend on display advertising but rather where and how the ad dollars are spent.

The news: Identity resolution in digital advertising is in a rocky state. Sweeping changes to ad technology and privacy regulations have made it difficult to effectively reach customers. And according to a survey from parcelLab, consumers are taking note. Forty-nine percent say they’ve been incorrectly targeted for ads. By the numbers: The damage doesn’t stop there.

The four tools your team needs from flexible consent management to probabilistic identity resolution, and more. How to manage first-party data collection and achieve centralization with a customer data platform. What companies like VF Corp. and Heineken USA have done to deliver value while executing compliant data strategies. Presenter:. Sam Ngo is director, product marketing at BlueConic.

Too many hurdles stand in the way of a unified standard for linear and CTV ad measurement, including correlating buys across fragmented platforms, making sense of disparate data sources, and achieving identity resolution. Private companies, industry associations, and coalitions of stakeholders are working hard to solve these problems, but don’t expect a solution in 2022. Read Next. Sources. Adweek.

As advertisers have cut down on how many demand-side platforms (DSPs) they work with, publishers have increased the number of their supply-side platform (SSP) partners. Lauren T. Fisher, executive vice president of business intelligence at research firm Advertiser Perceptions, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest wave of SSP research, why identity resolution is important, and what to expect now that cookie deprecation in Chrome has been delayed.

David Cohen, CEO of the Interactive Advertising Bureau (IAB) joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss how digital advertising is adapting to changing times, including the growth of the connected TV ecosystem, developments in privacy regulation, the quest for marketing attribution, and the need for identity resolution in a post-cookie world.

Neustar's Devon DeBlasio says that as brands step back and reevaluate marketing strategies during the coronavirus pandemic and beyond, they should also rethink the way they communicate consumer privacy and identity, given advancements in identity resolution.

That means agencies should assume they will be working with more identifiers, more identity resolution providers, and more targeting options going forward than any individual advertiser would be. Interoperability is going to be critical for organizations that need the ability to work with many partners. Publishers Are at the Forefront.

Achieving identity resolution—i.e., reconciling all device identifiers associated with a consumer—across digital and linear environments. The Trade Desk recently opened its Unified ID 2.0 standard, which PR Week described as “an identity framework that enables the same cross-site targeting and attribution as third-party cookies but with stricter processes and controls.”

Identity resolution. Today’s customers expect to be known and treated as individuals. It’s critically important to be able to resolve any confusion about customer identity. Confusion can arise for a variety of reasons, including data being entered inconsistently in legacy systems or incompletely in forms and other online identity capture applications.