Adstra Data

3 CES Headlines for the Identity Space

The Adstra team just returned from , where we saw and heard a great deal about the future of the advertising data industry. Following more than 60 meetings with brands and partners representing all aspects of data-driven marketing and advertising, here are some of the main themes that surfaced during the event.

First, this was the most productive CES we can remember. The urgency of impending signal loss seems to have catalyzed action and investment, and we left Las Vegas with high-priority, immediately actionable next steps coming out of most of our meetings.

Second, it is clearer than ever that genuine omnichannel identity resolution still eludes most players in the industry, even among some of the largest brands and platforms. There is a growing recognition that accurate, persistent identity that works across all media channels and marketing touchpoints is a vital foundation for effective marketing.

Third, there is widespread frustration with the hidebound, rent-seeking commercial models that are preventing innovation, standardization and the free flow of data. This includes “transcoding,” which requires that any two parties desiring to share data pass through the identity provider’s hub at an extra cost. Other examples include the prevalence of high minimum usage fees and pricey CPMs that serve the provider but prevent the user’s business from scaling profitably. This in turn stymies experimentation and innovation.

Overall, we observed an industry with an unprecedented appetite for disruption, creating an opportunity for growth and innovation in the face of the hegemonic practices of a handful of large, entrenched vendors.

Our goal at Adstra is to facilitate this type of disruption in a way that helps brands navigate changes in data regulation and ID signal deprecation. If you want to learn more about how Adstra’s solutions enable flexibility and innovation, please reach out to us at [email protected]

is right around the corner, and the Adstra team will be in Las Vegas! Let's connect and discuss how our solutions can help solve your identity and marketing challenges. Click here to schedule some time and meet the team:

Consumer Technology Association - Adstra JANUARY 9 – 12 CONNECT WITH US Join the Adstra team at CES 2024! Rick Erwin Chief Executive Officer Linkedin Andy Johnson Chief Data Officer Linkedin Bryan MacDonald EVP: Head of Product & Digital Operations Linkedin Suzanna Stevens Sales Director Linkedin Emily Kistner Director, New Business & Id...