The Next Frontier in Identity: Addressability in CTV, Digital Audio & Gaming
As digital advertising budgets shift from traditional media, channels like CTV, digital audio, and gaming are attracting significant investment. However, a common, unified addressability framework remains elusive, making measurement and cross-channel reconciliation difficult. While signals like IP addresses are often used to identify devices or households, they are not sustainable in the long term, especially due to growing privacy concerns.
To unlock the full potential of these emerging channels and deliver the same performance advertisers enjoy in more mature digital environments, we need to establish more advanced and privacy-compliant identity frameworks.
You May Also Like
Gen Z Doesn’t Need to Hear from You
Reach is the wrong metric for a generation that does not respond to volume. The question worth asking after any campaign is whether the right people trusted those who said it.
3 Key Ways GLP-1 Medications are Accelerating Retail E-Commerce Change
With as many as one in eight American adults now taking the drugs, peak drug adoption may still be ahead.
The New Health Stack Featuring Kamal Bhandal, SVP of Global Invisalign Brand, Consumer & Americas Marketing
We are joined by Kamal Bhandal, SVP of Global Invisalign Brand, Consumer & Americas Marketing, to explore how the modern “Chief Household Officer” is reshaping healthcare marketing. We talk about earning trust instead of demanding attention, why education is becoming the foundation of great healthcare brands, and how the shift toward proactive wellness is changing the way people think about their own health. It’s a conversation about where healthcare, marketing, and wellbeing are headed next.
