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1、1IDENTITY RESOLUTION FOR ADVANCED TV AND VIDEO ADVERTISING:A Case for Durability and TransparencyOctober 2024CO N TE N T SAbout CIMM 3About OpenAP 4Authors&Contributors 5Introduction 6Executive Summary 6Context 7 Motivations 7 Study Objectives 8 Terminology 9The Identity Ecosystem 11 Overview 11 IDR

2、 Use Cases 11 IDR Stakeholders 14 IDR Inputs/Outputs 16 Practices&Processes+Solutions&Technologies 19IDR Ecosystem Diagnostics 21 What is working well?22 What are the key problems?23Looking Ahead and Industry Collaboration Recommendations 27 Expectations for the Future of Identity and IDR in ATVA 27

3、 Collaboration Opportunities 28 Collaboration Recommendations 29Conclusion 33APPENDIX 34 Inputs/Outputs and Solutions/Technologies(Additional Details)34 IDR Ecosystem Diagnostics(Full Details)35 Industry Collaboration Transparency Template Examples 393About CIMMThe Coalition for Innovative Media Mea

4、surement(CIMM)is a non-partisan,pan-industry coalition of companies from across the media and advertising ecosystem,focused on supporting improvements,best practices and innovations in measurement and currency development,the use and application of new metrics and approaches to understanding the val

5、ue of media,and data collaboration and enablement.Every year,CIMM engages with its members to identify the most important and pressing priorities facing the industry.This study,a strategic review of the identity resolution(IDR)ecosystem for advanced TV advertising,was identified as a critical priori

6、ty for our members in 2023,as identity has assumed a central,vital role in the industry.Identity resolution is a longstanding,proven capability in the media and advertising industries,but has become far more important in recent users as a foundation for a wide range of critical industry use cases,in