The rise of ad-supported CTV and programmatic channels calls for a robust identity framework to allow advertisers to target and measure performance, while enabling publishers to capture that programmtic spend in a privacy-safe way.
However, traditional methods used to identify users on CTV are under pressure, according to Morwenna Beales, VP Publisher Development at ID5, with household IP and deteministic device IDs facing ongoing signal loss, low fidelity and unreliable long-term stability.
In this interview, Beales discusses the challenges and opportunities for identity in CTV, as well as the impact of privacy regulation. Filmed at Video Rise 2025 in Prague.
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