ID5’s team was in Cologne this past September! To to kick off DMEXCO we brought together experts from across the advertising ecosystem to discuss the state of digital identity, addressability trends in Europe, and how to navigate 

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

2024 State of Digital Identity Preview

To start the day Valbona Gjini, ID5’s VP of Marketing and Communications, presented findings from ID5’s State of Digital Identity survey, which gathered insights from 201 participants including publishers, brands, data platforms, and tech platforms. Following Google’s decision to put cookie deprecation into users’ hands, the survey was updated to explore the motives and implications of this shift. Here are some the key results:

• Most respondents believe Google’s decision stems from the poor results of the Privacy Sandbox and the CMA investigation, with 80% predicting that the new interface won’t be released until 2025. 
• Participants also discussed anticipated opt-in and opt-out rates, speculating they may mirror or surpass those seen with Apple’s App Tracking Transparency (ATT). 

The survey also looked at emerging channels. While CTV and mobile channels continue to grow, the industry still faces challenges in reconciling users across devices. Audio and gaming were also highlighted as key areas to watch. Stay on the lookout for the full report coming out soon!

Addressability in Europe: Trends That Are Shaping the Future

Moderated by Mathieu Roche, CEO & Co-founder of ID5, the panel featured Isabel Flores (Zeotap), Svenja Onasch (IQ Digital),Ilya Mavrychev (YOC) and Sven Hagemeier (The Trade Desk), together they discussed addressability trends in Europe.

• Publisher Challenges & First-Party Data Strategy: Publishers face significant hurdles in targeting and identifying users without third-party cookies. The panel stressed the need for alternative identifiers combined with a strong first-party data strategy to overcome these challenges and ensure effective monetization.
• Zeotap’s Advantage Through Alternative IDs: Isabel Flores shared how Zeotap leverages probabilistic signals in its ID graph to enhance reach and performance in cookieless environments. This approach has helped their clients reduce costs while improving campaign effectiveness, providing a competitive edge.
• Buy-Side Perspective on Omnichannel Addressability: Sven Hagemeier emphasized the importance of identifiers across all devices and channels to maintain an open internet. Rather than focusing on Google’s policies, The Trade Desk prioritizes solutions like UID 2.0 and EUID to ensure compliance with European privacy regulations and meet the demands of an omnichannel world.
• Alt IDs are Key: Ilya Mavrychev discussed a joint case study with ID5 and emetriq, focusing on how alternative IDs can serve as anchors for passing information and improving monetization, particularly in cookieless browsers like Safari. He emphasized the importance of partnering with other industry players and noted that the case study demonstrated significant reach and uplift, sparking further discussions. 

The panel highlighted the importance of innovative identification strategies and collaboration across the industry to navigate the challenges of a cookieless future in Europe.

Navigating Identity in CTV, Digital Audio & Gaming: Challenges & Opportunities

We finished up the day with a panel discussion, Navigating Identity in CTV, Digital Audio & Gaming: Challenges & Opportunities, which brought together industry leaders to discuss the current landscape of addressability across these channels. Moderated by Davide Rosamilia, VP Product at ID5, the session focused on the diverse challenges posed by evolving and growing types of channels and devices that consumers can access content. The panel included Ben Fenster, Co-Founder and CPO at Anzu; Benjamin Masse, Chief Product Officer at Triton Digital; and Anna Schenk, SVP of Product at Virtual Minds.

The panelists emphasized the fragmentation of data and restrictions unique to CTV, digital audio, and gaming. Benjamin Masse, Chief Product Officer at Triton Digital, highlighted the inherent complexity in audio, which has always operated without cookies, particularly in the context of cross-channel targeting. As audio advertising has shifted from web-based formats to apps and podcasts, issues around collecting user consent and managing privacy have become more pronounced. 

The panel stressed the importance of identity solutions in reconciling identity signals across different devices, while also balancing the technical and legal privacy challenges in a global landscape.

Join us for the next ID5 on the Road event!

In November 2024 ID5’s team will be back on the road – this time headed for London. If you’d like to join us you can register your interest today!

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