ID5 on the Road New York: Post Event Recap

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  • On Apr 16, 2024

The ID5 team were live from New York this past April to bring together industry thought leaders. During the session, experts shared their insights and success stories to help audience members shape a resilient addressability strategy, enhance measurement, and learn more about the future of interoperability.

Don’t worry if you weren’t able to join us in New York, we’ve compiled the highlights from the sessions below. Read on to learn more!

Fireside Chat with  Lou Paskalis 

With over 33 years in the advertising industry ID5 on the Road’s keynote speaker, Lou Paskalis, needed no introduction. During his fireside chat with ID5’s CEO and Co-Founder Mathieu Roche  he shared his valuable insights with the event’s attendees. To start he highlighted the evolution of advertising from its simpler, image-focused roots to today’s multifaceted identity based landscape. 

Paskalis noted that the modern marketer’s role requires them to be a Swiss Army knife, blending traditional marketing skills with technological know-how and privacy expertise. What does this look like in practice? Well, this requires marketers to explain the ROI of their work to CFOs while also communicating their vision of global privacy compliance with Chief Privacy Officers. In addition to this, Paskalis underscored the shift towards advertising as a service, emphasizing the need for a clear value exchange for consumers. This, he stressed, requires focusing on identity based technologies over outdated tools like third-party cookies. 

Addressability in Digital Audio

Caitlin Borgman, ID5’s Chief Commercial Officer, and Josh Yamuder, Director of US Programmatic Partnerships at Triton, explored the growing audio space. This channel encompasses radio, digital, streaming, podcasting, and premium radio stations. Notably, podcasting has emerged as a vital but often overlooked channel. Despite many understanding the value of this growing channel it is one of the least addressable mediums available to advertisers and publishers. 

When looking ahead to the future of audio these challenges can be overcome by leveraging addressability solutions offered by partnerships like ID5 and Triton’s. By working with ID5, Triton’s DSP partners saw significant growth in addressable inventory post-ID5 implementation. In addition to this, the industry can also leverage both contextual and addressable inventory to meet their needs. 

Caitlin and Josh ended the session by looking at the role cars play in providing identity signals. Recently agencies and demand-side platforms have explored how to identify users via car signals.  The final take away of this session was that both the buy and sell side have much to gain by increasing audience visibility and exploring audio advertising. 

Measurement Takes Center Stage

Next, the focus shifted from targeting to another critical aspect of advertising: measurement. The panelists shared their insights with ID5’s Kevin Sinha, VP of Global Services, discussing the role of measurement in addressing clients’ needs and driving impact. Insights from industry leaders like IQVIA and Havas highlighted the holistic nature of measurement within the advertising ecosystem, emphasizing the use of data analysis to optimize strategies and achieve business goals beyond delivery objectives. 

While Steve Silvers, EVP of Global Creative, Media & Ecosystem at Kantar, highlighted marketers’ responsibility in utilizing measurement to demonstrate impact and effectiveness, Silvers explained the pitfalls and overreliance marketers have on third-party cookies for data accuracy and measurement. But the industry isn’t beholden to third-party cookies. In fact, the opposite is true, several speakers shared how alternative identifiers like ID5 offer marketers a comprehensive solution to the measurement challenges they face,  including fraud prevention. Alternative IDs are more than a survival tool but can have a transformative effect on the entire advertising industry. 

The Evolving Role of the SSP

ID5’s Joe Quaglia, sat down with industry leaders from Magnite, TripleLift, and Index Exchange, to discuss the evolving role of the supply side platforms. To kick off the conversation Michael Guzewicz challenged the idea that SSPs are “dumb pipes,” but instead he emphasized the crucial role they play in optimizing publisher yield. Talia Comorau, VP of product management at Magnite, highlighted the significant changes in programmatic advertising over the past decade, including signal loss, the rise of connected TV (CTV), and supply-path optimization. Despite DSPs forging direct relationships with publishers, Comorau argued the distinct expertise and efficiency that SSPs bring to the ecosystem, underscoring their continued relevance amidst industry shifts.

2024 The Year of ID Collaboration

Allison Schiff, Editor in Chief of Adexchanger explored the future of ID interoperability with panelists from ID5, The Trade Desk, Lotame, Transunion, and Audigent. Their discussion highlighted the reasons why interoperability is critical for success in the cookieless future and expansion into new channels. 

Currently, the digital landscape is fragmented and this impacts the consumer advertising experience. But alternative IDs have emerged as a potential path forward to bring all advertising together and enhance business models. Drawing an analogy to a diverse menu, Davide Rosamilla from ID5 compared fragmentation to a plethora of culinary options, while Allison advocated for streamlined efficiency. 

Of course, the conversation would not be complete without touching upon privacy. All panelists agreed that the only path forward is for all major ID systems to incorporate privacy by design principles and react quickly to the evolving regulatory landscape. Consent was also discussed within the framework of evolving regulations and the imperative to uphold user privacy. 

While opinions diverged on the future of IDs, consensus leaned towards fewer, specialized IDs catering to specific use cases or channels.