{"id":267650,"date":"2025-06-01T20:44:55","date_gmt":"2025-06-01T20:44:55","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/why-ctv-needs-the-most-support-in-addressability-and-identity\/"},"modified":"2025-06-01T20:44:55","modified_gmt":"2025-06-01T20:44:55","slug":"why-ctv-needs-the-most-support-in-addressability-and-identity","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=267650","title":{"rendered":"Why CTV Needs \u201cthe Most Support\u201d in Addressability and Identity"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<p>The rise of ad-supported CTV and programmatic channels calls for a robust identity framework to allow advertisers to target and measure performance, while enabling publishers to capture that programmtic spend in a privacy-safe way.<\/p>\n<p>However, traditional methods used to identify users on CTV are under pressure, according to Morwenna Beales, VP Publisher Development at ID5, with household IP and deteministic device IDs facing ongoing signal loss, low fidelity and unreliable long-term stability.<\/p>\n<p>In this interview, Beales discusses the challenges and opportunities for identity in CTV, as well as the impact of privacy regulation. Filmed at Video Rise 2025 in Prague.<\/p>\n<div class=\"video-shortcode\"><\/div>\n<p>&nbsp;<\/p>\n<p>Follow VideoWeek on <a style=\"color: color 4\" href=\"https:\/\/www.linkedin.com\/company\/videoweek\/\">LinkedIn<\/a>.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>The rise of ad-supported CTV and programmatic channels calls for a robust identity framework to allow advertisers to target and measure performance, while enabling publishers to capture that programmtic spend in a privacy-safe way. However, traditional methods used to identify users on CTV are under pressure, according to Morwenna Beales, VP Publisher Development at ID5, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[95617,12728,19128,952],"dealstore":[],"offerexpiration":[],"class_list":["post-267650","post","type-post","status-publish","format-standard","hentry","category-advertising","tag-addressability","tag-ctv","tag-identity","tag-support"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why CTV Needs \u201cthe Most Support\u201d in Addressability and Identity - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=267650\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why CTV Needs \u201cthe Most Support\u201d in Addressability and Identity - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The rise of ad-supported CTV and programmatic channels calls for a robust identity framework to allow advertisers to target and measure performance, while enabling publishers to capture that programmtic spend in a privacy-safe way. However, traditional methods used to identify users on CTV are under pressure, according to Morwenna Beales, VP Publisher Development at ID5, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=267650\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-01T20:44:55+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=267650#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=267650\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"Why CTV Needs \u201cthe Most Support\u201d in Addressability and Identity\",\"datePublished\":\"2025-06-01T20:44:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=267650\"},\"wordCount\":116,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"keywords\":[\"Addressability\",\"ctv\",\"identity\",\"Support\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=267650#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=267650\",\"url\":\"https:\/\/fivemor.com\/?p=267650\",\"name\":\"Why CTV Needs \u201cthe Most Support\u201d in Addressability and Identity - 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