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Redefining Identity for the New Television Landscape

As the industry prepares for the end of third-party cookies, marketers must adopt an identifier that works across media

By Tal Chalozin

With streaming at an all-time high, having a CTV-focused media strategy is now table stakes for advertisers. But it’s not smooth sailing just yet. At the same time as marketers shift ad dollars to streaming TV, they’re waking up to a world with holes in identity resolution, which makes it difficult to accurately engage and report on the new CTV audience.