在扩张与崩溃之间：身份买家指南

Between Expansion and Collapse An Identity Buyer’s Guide April 2026 About CIMM The Coalition for Innovative Media Measurement (CIMM) is a nonpartisan, pan-industry coalition of companiesfocused on cultivating and supporting improvements, best practices, and innovations in measurement and currency;data collaboration and enablement; and the use of new metrics and approaches to understanding the value ofmedia. CIMM embraces the entire media and advertising ecosystem and prioritizes effective collaboration to delivermeaningful change. About the Author With more than two decades in advertising, Sable Mi has spent the last ten years at the forefront of data, identity,and measurement, helping organizations navigate a rapidly evolving ecosystem. Sable’s expertise lies in elevatingdata integrity, uncovering meaningful audience insights, and advancing cross-platform measurement to drive smarterdecisions and business growth. Widely recognized as an industry thought leader, Sable’s work spans publishedresearch, advisory roles, and leadership positions across the industry’s most influential analytics bodies. A strategic analytics and research executive, Sable is known for challenging the status quo. She has spoken atleading conferences, authored multiple white papers and bylines, and led industry groups including CIMM’s Identity &Data Collaboration Working Group, the ARF Analytics Council, the I-COM MMM & Attribution Council, and previouslythe IAB Measurement Committee and ARF Identity Resolution Group. Sable’s career spans full-service agencies, university-teaching, and leadership roles in top MarTech companies. Sheis a two-time IAB Service Excellence Award honoree. Sable holds an M.B.A. from Johns Hopkins University and anM.A. in Mass Communication from Towson University, and currently resides in San Francisco. Acknowledgements We are grateful for the participation of the following marketing professionals, who shared their experiences andinsights with us.Alysa Hutnik, Chair & Partner, Privacy, Advertising / Marketing Law, Kelley Drye & Warren LLPAlyson Sprague, VP, Measurement Science, Samba TVBrienna Pinnow, Co-founder, Product Strategy & Marketing Consulting for Data-Driven Companies, BlinkDebroop Basu, Principal Product Manager, Healthcare, LiveRampDennis Buckkeim, Global Industry Lead, SnowflakeDon Black, Senior Director of Consulting Services, TransUnionGeorge Chien, SVP, Data Science Platform, NielsenGerald Smith, (former) General Counsel & Chief Privacy Officer, CuebiqGreg Iocco, VP, Audience Measurement, Warner Bros. DiscoveryEli Heath, Principal, Product Management, AmazonFrancesco Guglielmino, Chief Executive Officer, CuebiqIan Tattenham, VP of Sales & Strategic Accounts, SemcastingJennifer Yurko, VP, Data Product Strategy, Warner Bros DiscoveryJessica Hindlian, VP, Ecosystem Solutions & Enablement, Open APJessica Hogue, Chief Data Officer, Consumer Media, HearstJessica Simpson, (former) Global Solutions & Partnerships, AI, ChoreographJosh Chasin, Principal, KnotSimplerKara Pellegrino, Managing Director, CrossmediaKeith Camoosa, Chief Product & Technology Innovation Officer, AcxiomKelly Barrett, SVP, Product Management, Samba TVKym Frank, SVP, Research & Data, FOXLewis Abbey, Sr. Product Manager, Samba TVLindsey Woodland, VP, Data Science & Innovation, AMCLisa Hamilton, SVP, Data Science, NielsenMarc Sabatini, Managing Director, The CRO CollectiveMargarita Lyadova, ProductMathieu Roche, Co-founder & CEO, ID5Melissa Grady Dias, (former) CMO, CadillacMichael Law, CEO, Carat North AmericaNoelle Huynh, (former) SVP, Measurement & Research, Waner Bros DiscoveryPaul Chachko, CEO, Throtle Paul Cimino, President, Cimino CollaborativePeter Nummerdor, SVP, Product Management, VideoAmpRachel Cascisa, VP, Platform Adoption, EpsilonRachel Galvin, Client Advisor, ThinkMediumRichy Glassberg, Co-founder / CEO, Safeguard PrivacyScott Gordon, Founder, Epic InnovationsSteve Silvers, Chief Product Officer, GuidelineSuzi Palmer, Managing Director, Data Collaboration, Data Clean Room, LiveRampVenu Konda, EVP, Data & Media Solutions, DentsuZora Senat, Chief Customer Officer, Cuebiq Research Objectives and Approach In October 2024, CIMM publishedIdentity Resolution for Advanced TV and Video Advertising: A Case for Durabilityand Transparency. The report provided an overview of the identity resolution (IDR) ecosystem, a diagnosticassessment of the marketplace, and a set of recommendations, including the need for a buyer’s guide. Building on that foundation, CIMM established the Identity & Data Collaboration Working Group, with this paperserving as one of its key initiatives. This paper aims to provide clarity and direction for brands and publishers, i.e., the“buyers” who own first-party data and maintain direct consumer relationships, helping them assess identity solutionsthat support both expansion and collapse to drive richer insights, more precise targeting, and more accountablemarketing outcomes. Because identity i