CTV's Identity Crisis: Publishers Adapt to Measurement Challenges
The digital advertising landscape is evolving rapidly, with connected TV (CTV) facing challenges in user addressability. ID5's 2025 State of Digital Identity Report sheds light on these issues and the strategies publishers are adopting to tackle them.
Measurement and cross-channel reconciliation are the top challenges in CTV, with 33% and 34% of respondents citing these issues respectively. Despite these hurdles, 84% are running or planning cross-device tests to cluster disparate IDs, indicating a proactive approach.
Publisher first-party data solutions, such as audience deal IDs, are the most effective identity strategies for CTV, favoured by 40% of respondents. Alternative IDs are also gaining traction, with 67% using them for non-addressable traffic. Private marketplaces, clean rooms, and publisher user IDs are other popular methods, used by 57%, 51%, and 50% respectively.
The shift away from cookies is evident, with 91% of respondents already using or planning to test alternative solutions. Over half (55%) are actively increasing investment in these alternatives, while only 21% have decided to deprioritise or avoid them. This trend is driven by the low user registration rates in CTV, with fewer than 30% of users logged in or registered.
The digital identity landscape in CTV is complex and evolving, with measurement and cross-channel reconciliation being key challenges. Publishers are actively testing and implementing diverse strategies, including first-party data solutions and alternative IDs, to address these issues. The move away from cookies is accelerating, with a majority of publishers investing in alternative solutions to ensure consistent addressability.
