Search site

Become an AOP member

More details

The Identity Conundrum

Date: 28 Mar 2023 , 9:00 - 12:00
The Apartment, The Hoxton, Holborn, WC1V 7BD

Our CRUNCH series continues to be supported by our TAB partner Google

Publishers are seeking that golden trifecta – identity solutions that are privacy-compliant, effective, and allow them to rebuild the lost trust with their audiences. However, as the field of identity develops rapidly in response to increased industry requirements, there are a lot of questions that need to be answered and a lot of uncertainty about who is genuinely delivering in this area and which solutions aren’t.

On March 28th, we headed to London to hear from a panel of industry experts who tackled common misunderstandings regarding identity and explored how publishers are taking steps to ensure that any solution they implement will continue to deliver for their brands. 


Here are just a few of the key takeaways from our discussion...

  • The ecosystem lacks trust currently. Control can be brought back to publishers using first-party data, but we need to watch out to ensure that these solutions continue to be beneficial to publishers - we want to avoid past situations where eventually cookies or ad signals began to erode revenues for publishers over time.
  • Historically, some advertisers have been data-phobic, but they’re waking up to the importance of tackling the future of identity which creates a big opportunity. There could be a temptation to turn to bigger platforms with established solutions while publishers are trialling their own identity solutions, but the potential return for advertisers who partner with publishers is huge.
  • We need to develop a standardised approach across the industry when it comes to measurement, addressability, and also the data sets that we’re trying to trade. There are lots of solutions available, so this is the moment to test and learn what works best for your brands.
  • Reducing the burden on the end user is critical. Publishers have to translate consent into a language that users can understand and also clearly articulate the value exchange. Explaining the need for consent in return for a personalised experience is clear, but there’s still work to be done in articulating the return to users for consenting to marketing.
  • Publishers should learn from other channels. There’s a default to thinking in a one-to-one framework, but many channels such as Out Of Home don’t work in that way. What lessons can publishers bring from these channels into the digital space?
  • Don’t put off today what you can do tomorrow! The need to respond to the growing identity conundrum is growing rapidly – find the individuals in your organisation who will champion new solutions and develop a north star that will help align all the teams in your organisation around the need for action.

Listen in to the exclusive conversation with Chris Jenkins, Director of the DMU at the CMA


Related Reading

How UK publishers, vendors, agencies, and regulators are solving the identity conundrum: AOP CRUNCH

Google’s final commitments

Investigation into Google’s ‘Privacy Sandbox’ browser changes

Chapter 3: pseudonymisation

A shift in the marketplace’: Media agencies’ influence over programmatic is growing

Google working towards a 'privacy-centric future'

The open programmatic market is in a tough spot

7 lessons for publishers, from 7 different subscription businesses

CRUNCH is a series of four events where publisher members can come together with their contemporaries and the industry for

  • Collaboration to progress key industry issues
  • Inspiration and learning
  • Networking

Featured Speakers

Screenshot 2023 01 12 at 17 17 16

Reza Amiri-Garroussi
Head of Addressability, UK


Kofi Amoako photo 1

Kofi Amoako
Regional Vice President, Addressability EMEA



Katrina Broster
Marketing Performance & Technology Director
Financial Times


Hannah Buitekant

Hannah Buitekant
Managing Director - Digital
dmg media


JB photo in colour

Joanna Burton
Chief Strategy Officer


Headshot Sherrick Chavda

Sherrick Chavda
Group Director, Audience & Data Strategy, EMEA


Mattia Fosci LINKEDIN

Mattia Fosci


Chris Jenkins

Chris Jenkins
Director, Digital Markets Unit
Competition and Markets Authority


Morys Ireland website

Morys Ireland
Head of Data & Technology Services
Mindshare UK


Mia Mulch website

Mia Mulch
Programmatic & Data Director
DAX, Global


Luke Pay

Luke Pay
Director, Data & Tech Consulting
Publicis Media


James headshot

James Rosewell
Founder and CEO


Ella Sagar cropped

Ella Sagar
The Media Leader


Alex Wright bw

Alex Wright
Programmatic & Platforms Leader
Channel 4


Mathilde Verron

Mathilde Verron
Publisher & Exchange Platforms Privacy Lead