高级电视和视频广告的身份解析：持久性与透明度的案例

IDENTITY RESOLUTIONFORADVANCED TVANDVIDEO ADVERTISING: A Case for Durability and Transparency October 2024 About CIMM3 About OpenAP4 Motivations7Study Objectives8Terminology9 The Identity Ecosystem11 Overview11IDR Use Cases11IDR Stakeholders14IDR Inputs / Outputs16Practices & Processes + Solutions & Technologies19 IDR Ecosystem Diagnostics
What is working well?
What are the key problems? C O N T E N T S Looking Ahead and Industry CollaborationRecommendationsExpectations for the Future of Identity and IDR in ATVACollaboration OpportunitiesCollaboration Recommendations 27
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29 Conclusion APPENDIX Inputs/Outputs and Solutions/Technologies (Additional Details)34IDR Ecosystem Diagnostics (FullDetails)35Industry Collaboration – Transparency Template Examples39 About CIMM The Coalition for Innovative Media Measurement (CIMM)is a non-partisan, pan-industry coalition of companiesfrom acrossthemedia and advertising ecosystem,focused on supporting improvements, bestpracticesand innovations in measurement and currencydevelopment, the use and application of new metricsand approaches to understanding the value of media,and data collaboration and enablement. As such, we’re delighted to present this diagnosticstudy to the industry, in partnership with OpenAP, thefirst step in a program of work designed to deliver realimprovements and to support the effective operationof this new ecosystem. We look forward to furthercollaboration with companies across the ecosystem. We’d like to thank the many senior executives and expertadvisors who contributed to this study and the team atThinkMedium, for the expert analysis and diligent work,managing a diverse range of demanding stakeholders. Every year, CIMM engages with its members to identifythe most important and pressing priorities facing theindustry. This study, a strategic review of the identityresolution (IDR) ecosystem for advanced TV advertising,was identified as a critical priority for our members in2023, as identity has assumed a central, vital role intheindustry. Jon Watts,Managing Director,CIMM (October 2024) Identity resolution is a longstanding, proven capabilityin the media and advertising industries, but has becomefar more important in recent users as a foundation fora wide range of critical industry use cases, includingmeasurement and currency, planning, targeting,addressability, and attribution. Many aspects of TV’s fast-developing identityecosystem(s) are performing well, supporting a growingvolume of transactions between publishers, platformsand agencies. Clean room infrastructure has developedrapidly, supporting this growth. There are also importanttrends and initiatives underway across the market thathave the potential to increase the importance of identity,with some of CIMM’s members arguing that the future ofthe TV industry is being built on identity. However, TV’s current identity ecosystem is alsocomplex and fragmented, with very different ecosystemsacross different platforms and pools of TV and videoinventory, a diverse range of identity solutions, and,in at least some cases, limited transparency aboutinterdependencies and data quality. Identity spines andsolutions have proliferated, leveraging different audiencerelationships, identifiers, signals and attributes, resultingin a fast-developing marketplace with a wide range ofsolutions and applications. Transacting across differentidentity spines, graphs and solutions and translatingbetween people, devices and households can becomplex for buyers. Shifting privacy regulations, changesto the TV distribution landscape and to consumerbehaviors, and innovative new approaches to datacollaboration and sharing are driving further changes.Many of CIMM’s members have expressed concernsabout transparency, efficiency, control and governance,interoperability, and, perhaps inevitably, costs. About OpenAP As the playbook takes shape for the next three-to-fiveyears for the TV advertising industry, our hope is that thisreport lays the groundwork for why the industry needsto invest now in clear and transparent guidelines for howto consistently map identifiers to a household for thepurposes of both audience creation and measurement.With consistency, we can improve accuracy and – whenworking together – we can simplify a complex andbifurcated ecosystem, making it easier for advertisers toleverage this medium and help drive growth and scale tostreaming video advertising. All Call for Industry-Wide Evolution in IdentityResolution for Streaming OpenAP was founded with the belief that fordata-driven targeting to scale in TV advertising,we – asanindustry – needed to make it easier foradvertisers tofind, reach and measure advancedaudiences wherever they were viewing content acrossmultiple publishers. Thisbeliefled to coalescing theindustry around commonstandards for advancedaudiences, a commitment to interoperability and alevel of collaboration that has helped grow the overallmarketforadvanced TV. Aonce nas