Market research on the advertising identity ecosystem

Date of publication : May 2020
Content: 29 Pages

Regulatory1 and technical2 developments are doing away with the established technical foundation (3rd party cookies) for targeted control of digital advertising.

The industry must therefore agree on a new standard by which advertisers, media companies and their technology partners can adhere to existing business models and at the same time meet the consumers' needs for data sovereignty. The central question for all market participants remains the same: How can we maintain the proper addressability of digital advertising?

This BVDW white paper on the Advertising Identity Ecosystem is based on a study commissioned by the "OVK Unit Programmatic & Data” at the end of 2019 to examine the most widely used technologies and the providers of identity solutions.