The ‘US Supply-side Panel’ was the final session of Identity 2021, the virtual event hosted by ID5 on December 3.

The format involved a conversation between our Joanna Burton and three representatives from some of the biggest US Publishers, including Dotdash’s Sara Badler, Advance Local’s Jeff Sutton and Playwire’s Nathan Thomas. The four of them discussed how identity is affecting publishers and what the future might hold.

Some of the key takeaways from the session are:

• Some publishers are going full-steam ahead in building up first-party data of their own and testing identification solutions, viewing third-party as losing value in the market.
• A handful of publishers are putting heavy emphasis on authenticated users when it comes to tackling identity. However, commanding a login does not work for all publishers, nor does it appeal to everyone – they need both deterministic and probabilistic solutions on the table.
• Some believe that the industry is making progress, but there is still a long way to go. Publishers without first-party data yet to seek out solutions need to begin assessing alternatives on the market sooner rather than later.
• Publishers are busy seeking information on how best to prepare for the coming months, which is made more difficult due to the lack of events and face-to-face interactions. Despite this, publishers stay ahead of the curve and benefit from identifying their audiences in Safari and Firefox, and are using this time to learn before Chrome follows suit.

If you missed the session, you can watch it on-demand below.

Thank you once again to everyone who attended Identity 2021, we hope to see you here next year for Identity 2022.

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