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.
