We are almost at the end of the Identity 2025 blog series! Today’s session, “The State of Digital Identity in 2025”, features insights from ID5’s “State of Digital Identity” report, which every year collects responses from adtech experts and professionals to analyze how the industry is responding to the ever-changing adtech landscape. If you wish to download the report, you can find it here.

If you missed the previous blogs, you can find the “M&A in Adtech: Key Insights from 2024 and Bold Predictions for 2025” blog post here, the “Universal IDs in Numbers: Insights from the Bidstream and Bid Requests” post here, and the Keynote session “In Conversation with Samantha Jacobson” here.

The panel featured Andreas Sierts, VP of Identity and Platform Products at Adform, Michael Guzewicz, VP of Strategic Partnerships at OpenX, and Nate Carter, VP of Digital Sales at Dun & Bradstreet.

The conversation explored how Google’s decision to halt cookie removal did not deter companies from adopting alternative IDs. Additionally, it was highlighted how important it is for the entire adtech industry to move towards a more open-source ecosystem, and how there is already the infrastructure in place to do so, since alternative identifiers are already in the majority of bid requests and bid data.

The panel discussed measurement challenges in cookieless browsers such as Safari and Firefox. These browsers offer advertisers high value, but the absence of cookies diminishes their worth. The panelists explained how adopting alternative IDs can help bridge the gap in cookieless browsers and bring increased addressability in other channels, like CTV.

In the State of Digital Identity report, CTV was considered the channel with the most need for better addressability. While CTV is currently the fastest-growing channel in adtech, the inability to effectively target, measure, and manage ad frequency prevents advertisers and media owners from unlocking its full potential. 

The session also explored the need for omnichannel identity solutions to better engage with consumers, as well as how using these technologies can make advertising more effective across all environments.

To learn more about the State of Digital Identity in 2025, access the full session here.

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