In the sixth edition of State of Digital Identity™, ID5’s annual report on emerging identity trends, we learned how the digital advertising industry continues to adapt to evolving consumer behavior to unite fragmentation through innovation:
91% of respondents have already adopted or are planning to adopt an alternative identity solution.
51% of publishers are working with one or more ID bridging partners, and 55% of respondents believe it has had a positive impact on advertising.
67% of respondents cite measurement and cross-channel reconciliation as the biggest challenges in CTV addressability.
The data from 2025’s report highlights a new reality in digital advertising: alternative identity is already rapidly becoming the new standard. Solutions that can adapt to a changing ecosystem by reconciling and scaling signals across channels like CTV, mobile, and audio are thriving as the limitations of static identity becoming increasingly apparent.