Third Edition | September 2024

In-Depth

Experiencing identity chaos? Adopt an integrated view of identity

A customer described the current state of identity management as "identity chaos," where numerous options, each with trade-offs and limited interoperability, create confusion. As consumer touchpoints expand, no single signal can lead. Brands that can integrate diverse approaches to create order from this chaos will deliver the most value. The answer lies in "integrated identity," linking multiple inputs into a unified view across devices and platforms, improving personalization, reducing friction, and ensuring privacy compliance. Here are seven trends driving the shift toward integrated identity.

• Cloud and collaboration tools make data connections easier, but true value in ad tech comes when clean rooms offer built-in hygiene, identity, and enrichment, reducing friction and costs in identity management.
• Marketing and ad tech are merging as first-party data strategies and walled gardens grow, requiring identity translation and personal data management. Integrated identity connects both, enhancing interoperability and personalization.
• Tech stacks are merging as companies race to control the end-to-end customer experience, whether through email platforms or CDPs advising on identity.
• A clearer distinction is needed between signal resolution, identity resolution, and entity resolution, as they serve different purposes but are likely to converge.
• It's important to differentiate between identity solutions for addressability and identity resolution, as few achieve both today.
• AI algorithms require high-quality data, making an accurate truth set essential for reliable outputs.
• AI is driving better identity interoperability through self-learning experiments, moving beyond traditional, rules-based systems.

Industry Report

Facebook leads Web Publishers with 34% share of digital ad impressions in H1 2024

According to TAM Media’s half yearly (January-June 2024) report on Digital Advertising:

• Digital ad impressions rose 8% in Jan-Jun’24 compared to Jan-Jun’22, and 3% compared to Jan-Jun'23 
• Display was the dominant platform (78% share), and programmatic advertising was the top transaction method (88% share)
• 98.6K+ exclusive advertisers were on digital, with 1,850+ common advertisers between TV and digital.
• Facebook led web publishers with 34% share, while YouTube had 38% share among apps.
• The services sector held a 51% share of ad impressions during Jan-Jun'24, maintaining the top spot.

Industry News

IAS strengthens AI for YouTube, adds misinformation safety check

Integral Ad Science (IAS) has expanded its misinformation brand safety and suitability reporting for advertisers running campaigns on YouTube. IAS now detects misinformation on YouTube, allowing advertisers to verify the safety and suitability of their ads. The IAS Total Media Quality suite offers third-party assurance that ads run beside brand-safe content, complementing YouTube's policies. With this, advertisers gain transparency, access global reporting in over 30 languages, and safeguard their business during major international events. 

Disney Star bags exclusive rights for T10 global tournaments

Disney Star has partnered with T Ten Global to bring four T10 cricket tournaments—Zim Afro T10, US Masters T10, Abu Dhabi T10, and the newly launched Lanka T10—to Indian fans over the next four months. This two-year partnership ensures comprehensive coverage in both English and regional languages, to reach a wider Indian audience.

OpenAI's CTO Mira Murati and senior execs depart amid leadership transition

After six-and-a-half years at OpenAI, Mira Murati is stepping down from her role as CTO. She highlighted the importance of a smooth transition and expressed gratitude for the opportunity to contribute to OpenAI's growth. CEO Sam Altman mentioned that transition plans will be shared soon, with other leadership changes also underway.