TV’s current identity ecosystem is complex and fragmented, with very different ecosystems across different platforms and pools of TV and video inventory, a diverse range of identity solutions, and, in at least some cases, limited transparency about interdependencies and data quality. Identity spines and
solutions have proliferated, leveraging different audience relationships, identifiers, signals and attributes, resulting in a fast-developing marketplace with a wide range of solutions and applications. Transacting across different identity spines, graphs and solutions and translating between people, devices and households can be complex for buyers. Shifting privacy regulations, changes to the TV distribution landscape and to consumer behaviors, and innovative new approaches to data collaboration and sharing are driving further changes. Many of CIMM’s members have expressed concerns about transparency, efficiency, control and governance, interoperability, and, perhaps inevitably, costs.
This diagnostic study to the industry, in partnership with OpenAP, is the first step in a program of work designed to deliver real improvements and to support the effective operation of this new ecosystem.
