The US TV and CTV marketplace is undergoing a structural transformation. As converged viewing accelerates and advertising workflows evolve, identity resolution has moved from the periphery of activation into the core of measurement, accountability, and economic coordination. What was once a technical enabler is now foundational market infrastructure.
This paper is the product of a truly collaborative effort, reflecting a structured synthesis of presentations and discussions convened during CIMM’s Innovations in Identity Resolution Showcase, held in February 2026. The analysis presented in this paper draws directly on the frameworks, case studies, quantitative evidence, and strategic perspectives shared by participating industry leaders across the publisher, platform, agency, and identity provider communities.
This Innovation Showcase is the first in a new series of papers that will be published by CIMM in 2026, focused on exploring the latest developments and improvements in critical areas of the market. This first Showcase brings together leaders from across the ecosystem – publishers, agencies, platforms, and identity providers – to explore how the identity layer is being redesigned in response to new realities. Privacy constraints are tightening. Deterministic anchors are re-emerging as stabilizing forces. Interoperability is becoming essential rather than optional. And independent validation is reshaping assumptions about data quality and linkage accuracy.
It is more than an overview of a market in transition. It is a playbook for buyers and sellers and a manual for senior professionals.
