The state of digital identity report 2024

In 2024, 91% of ad tech professionals have adopted or are planning to adopt an identity solution. What's even more interesting is that 75% of respondents stated that Google's U-turn won’t derail their transition away from cookies. This confirms that the industry is ready to move beyond cookies with or without Google.

Recognising that identity isn’t just limited to browsers, the industry is also exploring ways to maximise addressability across digital environments. Respondents identified CTV as the channel most needing identity support, followed by mobile, audio, and gaming.

Check out ID5’s 2024 State of Digital Identity Report to learn about industry adoption and testing rates and how it’s approaching addressability challenges in other channels such as CTV, audio, mobile, and gaming.

The 2024 State of Digital Identity Report provides a comprehensive analysis of how the industry is responding to Google’s proposed cookie U-turn, progressing with the adoption of identity resolution technology, and tackling identity challenges across other channels. The report provides a holistic snapshot of the advertising industry, with 202 respondents from around the world and across the industry, with advertisers, publishers, and ad tech platforms sharing their thoughts. The survey also found that the advertising industry is shifting toward other channels such as CTV, audio, mobile, and gaming. When asked which channel other than the web needs the most support on the addressability front, 53% of respondents identified CTV as the top priority, with mobile following at 26%. In the 2023 edition of the report, 66% of respondents believed that CTV environments did not give users transparency or control over their data. In 2024, this percentage increased to almost 80% of respondents.