Steve Wing, managing director, EMEA, MagniteAs the advertising industry moves closer to a cookieless world -- one in which browserless environments including connected TV (CTV) and mobile in-app are an increasingly large part of ad budgets -- publishers will have an increasingly important role in developing the future of identity. Segment creation and identity management standards will increasingly be developed by the sell-side, a departure from how advertising data has traditionally been handled. Despite the COVID-19 global pandemic, digital video has remained a bright spot this year, mainly because of the resilience of CTV.
According to Statista, 50 percent of CTV audiences in Europe are streaming daily. This year, CTV viewership has grown to reach 50 percent of households in Europe….