Identity Solutions Gain Importance as TV Shifts to Outcome-Based Measurement
· 1h ago · Originally reported by VideoWeek
As TV advertising increasingly focuses on measuring outcomes like purchases, identity solutions are becoming crucial for linking ad exposure to consumer actions. Industry leaders highlight that improved outcome measurement could drive more investment into TV and connected TV advertising.
Why it matters
Understanding who saw an ad and what they did afterward helps advertisers prove their campaigns work, making TV and CTV more attractive for ad spend.
Explain it like I’m new here
It's like putting name tags on everyone at a party so you know who ate the cake after you announced it was free.
Read the original at VideoWeek
Terms in this story
Go deeper
Related stories
IAB Tech Lab Finalizes ECAPI Data Clean Room Guidelines, Opens Spec Update for Comment
IAB Tech Lab has finalized its guidance on using ECAPI data within data clean rooms and released an updated specification (v1.1) for public comment. These guidelines aim to standardize how event data is shared securely for privacy-focused…
Hightouch Introduces Match Booster in Europe to Improve Audience Match Rates
Hightouch has launched its Match Booster product in the UK, Germany, France, Spain, and Italy. In pilot tests, Match Booster outperformed an existing onboarding provider by increasing match rates by an average of over 15%, and up to 90% in…
Study Finds Podcast Retargeting Boosts Visitor and Purchase Rates Using Audience Data
A Podscribe study reports that podcast retargeting campaigns, which use listener data to re-engage previous site visitors, significantly outperform standard podcast ads in driving both site visits and purchases. The findings highlight the…
Ad Tech Industry Debates Server-Side Shift Amid Apple and Google Privacy Moves
Industry experts discussed how ad tech companies are increasingly moving processes server-side to adapt to privacy changes from Apple and Google. The conversation highlighted the competitive landscape as firms seek new ways to maintain…
Google Ad Tags to Receive Full Visitor IP Addresses in Server-Side GTM Starting 2027
Beginning January 11, 2027, Google Ads, DV360, SA360, and CM360 tags will collect unredacted IP addresses via server-side Google Tag Manager, while Google Analytics will continue to redact IPs. Details on opt-out options and consent…
Reddit to Require User Logins to Enhance Advertising Business
Reddit will soon require users to log in to access its platform, a move the CEO says is aimed at improving its advertising business. This change is expected to provide Reddit with more user data, enabling better ad targeting and…