The CTV space has historically positioned itself as primarily branding-focused. As the industry matures, this approach is no longer sufficient. A significant shift is taking place, especially in how users engage in transactions through CTV. Open Measurement (OM), extended to support television for viewability purposes, is a crucial aspect of this evolution.
Now the role of the alternative ID providers becomes clear: It introduces a non-mandatory user identifier that, alongside other ID-less solutions, could play a significant role in addressing measurement challenges.
Let’s delve into the heart of addressability within the connected TV environment with Davide Rosamilia, ID5’s Director of Product Management.
Attribution has become a hot topic, reflecting the industry’s interest in understanding and measuring return on investment. Looking ahead to 2024 and beyond, these themes will likely remain at the forefront of industry debates. Subscribe to our blog digest to stay in the know as we dive into the complexities of navigating the new privacy paradigm.
This interview was originally published on Verve Group’s blog. Smaato is part of Verve Group.