In this episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane interviews Mathieu Roche, CEO & co-founder of ID5, to discuss the identity challenge affecting frequency capping, measurement, attribution, and basic-level targeting.

Roche discusses:
- The underlying challenges facing ad tech providers within the privacy-first world, with particular reference to ID match rates.
- How 'common language' ID solutions can solve the ID match rate problem, allowing publishers to monetise more impressions.
- Why identity should be an open-source solution, rather than a competitive tool, in order for the ecosystem to thrive.
- How the Universal ID solution solves the availability problem in a privacy-by-design system.