The deprecation of third-party cookies won’t have a direct impact on CTV, since CTV is a cookie-free environment. But as buyers test alternative identifiers, this could have implications for CTV measurement, says William Jones, Senior Director of Advanced TV and Omnichannel Activation at Adform. Testing of these solutions will start on online video, but as the industry settles on new identifiers, these may then be applied to CTV where possible.
In this interview, Jones also discusses some of the contenders and component parts which might make up this new identifier. Filmed at New Video Frontiers 2024 in London.
