Connected TV faces its own identity crisis with the IP address's future in doubt

The elimination of the IP address as an identifier for CTV advertising could have a significant impact on a growing slice of the ad market. While it’s unclear how many CTV ad dollars are spent in connection with IP addresses, the IP address has been “the most common identifier for CTV advertising today,” according to Verizon Media chief business officer Iván Markman, and “the core of what is used for programmatic targeting” for CTV ad campaigns, said one agency executive. Read more below.

• In place of the cookie, the IP address has become the most common identifier for CTV advertising. But potential privacy regulation and platforms’ tracking crackdown put its future in doubt.
• Digital advertising has been tough for small publishers for years. The coming changes will make it impossible.
• For Digiday+ members, in this year's upfront market, TV networks will have their strongest streaming pitches yet, but platforms like Amazon, Roku and YouTube will have more inventory to offer.
• With employers busy planning what a return to the office can look, ensuring those who prefer to still work remotely aren't forgotten and left out of crucial work conversations, will be paramount.
• While the future of Mel is still uncertain, the impact of the branded publication, which differentiated itself from other brand-backed publications, will remain.
• Also for Digiday+ members, the latest Amazon U event, the first of three sessions, focused on advertising beyond search and how a brand's presence on the e-commerce platform could lead to even broader success.
• In a Harvard Business Review survey of C-suite execs, half said it was "highly possible" that their permanent full-time workforce would be "much smaller" in the future.