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

VIEW VIDEO

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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