In 2024 91% of adtech professionals have adopted or are planning to adopt an identity solution. What's even more interesting is, 75% of respondents stated that Google 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. 

Recognizing that identity isn’t just limited browsers the industry is also exploring ways to maximize addressability across digital environments. Respondents identified CTV as the channel most in need of 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 its  approaching addressability challenges in other channels such as CTV, audio, mobile, and gaming.