This edition of The MadTech Vodcast sees Mathieu Roche, co-founder & CEO of ID5, Emma Newman, CRO, EMEA of PubMatic, and Jakob Bak, co-founder and director of Adform join Ciaran O'Kane to discuss the current state of universal identifiers.

Focusing on challenges surrounding adoption, points covered in the discussion include:

  • how publishers and brands are preparing for the deprecation of third-party cookies
  • the kind of support businesses expect from their demand-side partners
  • current first-party shared ID adoption levels
  • publishers’ and advertisers' biggest expectations when it comes to identity resolutions
  • the sustainability of shared IDs, particularly those that have come to market since Chrome’s landmark cookie announcement.