Winterberry Group Report: Identity Outlook 2020

The Evolution of Identity in a Privacy-First, Post-Cookie World

The future of effective addressability leaves cookie-centric models in the past and is anchored instead by identity solutions that work across all channels and devices. The advertising ecosystem needs to evolve to new privacy-compliant approaches that are also secure, neutral, and interoperable.

The Winterberry Group takes a look at the factors that are forcing innovation across marketing personalization, programmatic advertising, and advanced TV.

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Six critical factors that impact the identity landscape

Why cooperation is critical to beat the scale of walled gardens

Regulatory implications and browser responses

The maturity of and outlook for identity use cases