Few would argue that a solution for identity resolution is needed to effect cross-platform video measurement. However, connecting different digital devices to unique users and households is fraught with legal, technical, and organizational barriers. How likely are we to see some kind of interoperable ID system that all industry participants can and will adopt?
Identity resolution is a difficult and organizational barrier for the industry. Alice (Sequent Partners) presented the following POV and asked for reaction from the panelists: We are not close to an identity resolution solution. We are not going to get there. Lots of data is needed for household targeting, such as third-party data and PII addresses. We cannot connect across every single consumer. Watch the video https://www.youtube.com/watch?v=IcyeIs5XrOE&t=5s