Winterberry Group Research Sees Path to Significant Growth for Identity Solutions in Advanced Television

New research provides a comprehensive look at the challenges and opportunities of identity in advanced television

NEW YORK, June 14, 2022 (GLOBE NEWSWIRE) -- Winterberry Group today released new research, The Outlook for Identity in Advanced Television: Challenges and Opportunities.” The research, based on Spring 2022 survey findings in the US and UK, along with interviews conducted with industry experts, examined the tailwinds and headwinds facing the use of identity across addressable linear and CTV channels (ATV) along with impacts from the oncoming convergence of digital and linear video viewing.

Winterberry Group forecasts that spend covering identity resolution, 2nd party data collaboration platforms including the variety of clean rooms, 3rd party identity graph licensing and first-party data management will more than double from $2.25 billion in 2021 to reach $5.5 billion in 2026. Winterberry Group also forecasts ATV advertising to grow from $17.29 billion in 2021 to $47.8 billion in 2026.

“Founded on first-party data-driven identity, which in turn has led to the rise of multiple identity solutions used by the brands and media owners, the ATV market is going to evolve with greater interoperability between identity solutions and collaborative data environments,” said Winterberry Group’s Senior Managing Partner, Bruce Biegel. “The demand we see spans multiple use cases including the common definition of audiences for planning and activation, with the ability to measure the outcomes of high CPM ATV investments more accurately.”

“With greater use of first-party data to maximize addressable scale and performance across the ATV ecosystem, secure data collaboration is required to maintain privacy, security, and control of data for all partners. Data Clean Rooms provide not only interoperability between identity solutions, but they offer flexibility and choice for companies on both the buy and sell-side to use the best identity data for a particular partner, use case, or campaign,” said InfoSum’s VP, Product Marketing, Devon DeBlasio.

Though the ATV market is entering a period of intense growth, it is not without multiple challenges. Winterberry Group research has identified four primary challenges to accurate, audience-based activation and measurement:

  • A disconnect between linear TV media planners and digital buyers within the same brands and their agencies
  • The five paths to buy media on the TV sets within consumer households
  • The absence of a unified or interoperable identity solution
  • The lack of unified measurement across channels

“The market is extremely fragmented across walled gardens with different identity solutions. Marketers need a cross-walk solution, like Innovid Key, to link disparate identifiers and unlock the richest data,” said Innovid’s CTO and Co-Founder, Tal Chalozin. “We understand the growing need for a forward-thinking identity resolution approach that puts transparency and privacy first. These findings reaffirm that an interoperable infrastructure is the smartest path forward for the industry.”

“Advertisers today are learning how to navigate cross-screen measurement in a multi-currency environment. Brands we work with are actively testing solutions now—and seeing results. As brands and content companies adapt to new data sets and privacy policies, we are ensuring all are well-prepared to thrive amidst the measurement chaos,” said Jay Prasad, LiveRamp TV's Chief Strategy Officer. "As an industry we all need to acknowledge and avoid solutions that aren’t interoperable or under-value media and advertising."

“As ad-supported TV moves toward being heavily consumed in digital environments, everyone interested in creating relevant content and delivering targeted advertising has to have a scaled and accurate solution for understanding and reaching a person or a household through their connected devices,” said Matt Spiegel, EVP of Media and Entertainment Vertical, TransUnion. “As noted in Winterberry’s findings, a common understanding and underpinning of identity enables marketers and media companies to collaborate in ways that create these relevant, audience-first, strategies.”

“Outlook for Identity in Advanced Television: Challenges and Opportunities” is available for download at: Premier sponsors of the research include InfoSum, Innovid, LiveRamp, and TransUnion. Supporting sponsors are Ampersand, Alliant, Cadent, and Merkle.

About Winterberry Group
Winterberry Group is a specialized management consultancy with deep experience in advertising, marketing, data, technology, and commerce. Winterberry Group’s proven methodologies address the needs of firms in its core sectors, enabling brands, publishers, marketing service providers and technology developers – and the investors in the market to understand emerging opportunities, create actionable strategies and grow their value and global impact. For more information, please visit and follow us on Twitter @WinterberryGrp.

Emma Oyomba
Marketing Manager
Winterberry Group
+1 203-246-1694

A photo accompanying this announcement is available at:

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