We are at the end of the Identity 2025 blog series! Thank you for tuning in as we dived into each panel.

If you missed the previous posts, you can find them below:

• “In Conversation with Samantha Jacobson” here
• “M&A in Adtech: Key Insights from 2024 and Bold Predictions for 2025” here
• “Universal IDs in Numbers: Insights from the Bidstream and Bid Requests” here
• “The State of Digital Identity in 2025” here

The “Solving the ‘CTV Measurement’ riddle” panel featured Jay Friedman, CEO at Goodway Group, Mike Finnerty, Head of Client Delivery at Transunion, Mark Douglas, President & CEO at MNTN, and was moderated by ID5’s VP of Publisher Development, Morwenna Beales.

The panel opened with a discussion on the current state of measurement in CTV: while Connected TV offers better measurement for brands and advertisers compared to linear TV, many are still trying to fit linear and Connected TV in one box rather than extracting the maximum value from it. Here raises a key question: why should CTV measurement fit with the legacy measurement of linear TV?

The discussion also explored how to approach the change from legacy infrastructure to CTV and how to see consistent and accurate measurements across platforms and devices. Balancing scale and transparency, and ensuring standardization and adoption of identity represents the first step into creating a measurement system that works.

The conversation then moved to the challenges of a consistent identity resolution in CTV and on privacy. Adopting and adhering to standards will help lower the barrier for compliance and allow for more brands and advertisers to adapt to CTV’s infrastructure without compromising on privacy. The conversation also touched on whether the responsibility to address measurement challenges lies more on the buy or sell side in adtech.

Later on, the discussion turned to whether CTV buying could become more programmatic and what additional value that might bring, questioning whether the usage of alternative ID solutions could deliver the same benefits without the downsides. The biggest impact of programmatic buying lies in its ability to reach audiences across a wide universe of media properties so the panelists argued if this would be beneficial in CTV or whether trying to reach audiences beyond the top platforms actually unlocks additional value. At the same time they highlighted how co-leveraging data would be one the most effective way for marketers to deliver personalized messages through programmatic advertising.

Towards the end, the panelists gave their perspectives on evolving CTV measurement and what to expect from the future.

To dive deeper into CTV measurement, you can watch the full session recording here.

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