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The Future of TV Episode 2: Inside streaming’s identity picture
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Digiday Presents: The Future of TV Video Series -
Presentation | 22:03 -
04/30/2024
Speakers
Tim Peterson
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Senior media editor, Digiday
Streaming audiences aren’t only fragmented on the front end. The back end of the streaming ad ecosystem — from identity technology to measurement systems — is also a bit splintered.
With the streaming ad industry’s primary identity option — the IP address — likely to go the way of the third-party cookie, advertisers are turning to alternative IDs to determine who’s seeing their ads across the various streaming services. If only those alt IDs had universal support among the streamers.
In the series’ second episode, executives from Digitas North America, GroupM, Known and Mediahub Worldwide examine streaming’s identity picture as well as how the fragmentation is not limited only to reaching audiences with ads but also to measuring the reach of those ads.
The Future of TV video series is presented by our partner, Simulmedia.
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