The ‘EU Supply-side Panel’ was the third session of Identity 2021, the virtual event hosted by ID5 on December 3.

This session encompassed a conversation between our Mathieu Roche and four representatives of some of the biggest EU Publishers, including Azerion’s Sandra Yassaka, Prisa’s Xavier Garrido, MailOnline’s Lauren Dick and Ströer’s Abdelkader Barjiji. The five of them discussed how identity is affecting publishers and what the future might hold.

Some of the key takeaways from the session are:

• Some publishers view this shift from third-party cookies to testing new identity solutions as an opportunity for growth and gaining back control.
• Collaboration between publishers and the mass adoption of these new ways of working is vital for the industry to tackle identity.
• Different strategies work for different publishers: some rely solely on logged-in users and collecting email addresses and others use numerous strategies. Despite this, the overall consensus is that it is essential to appropriately manage these various interactions by differentiating between ‘free’ and ‘paid’ experiences and building a strong relationship with the user.
• Relying on logged-in users and collecting email addresses would be incredibly difficult for many smaller publishers, as they do not have a big enough value exchange.
• ‘Free’ content can sometimes be taken for granted, and the publisher needs to effectively communicate to the user the contribution they must provide to continue accessing this content for free. By showing the exchange, the user can then decide and understand why the ads are necessary.

If you missed the session, you can watch it on-demand below.

Thank you once again to everyone who attended Identity 2021, we hope to see you here next year for Identity 2022.

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