Predictions 2020: Identity

Predictions 2020: Identity

Article published in ExchangeWire, the 17th of December  2019

As the decade draws to a close, ExchangeWire has invited thought leaders from across the industry to share their predictions and insight into what 2020 will hold for the ad tech and martech industries. Under the spotlight today is identity, which has seen renewed focus through 2019 following the implementation of privacy-first mechanisms by browsers and looming action from regulators.

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Investment in ID to increase

The advertising industry is in the midst of a growing identity crisis due to the imminent demise of cookies that underpin the entire programmatic monetisation strategy of both publishers and adtech companies. With no alternative emerging as a clear winner yet, the crisis is only going to deepen as we head into the 2020s. The consequences will be a dip in revenues across the industry and perhaps some casualties among the smaller players in the sector until a viable alternative is found.

Pierce Cook-Anderson, UK Country Manager

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