The industry has long hoped for a “Super ID” to come along and solve ID fragmentation, but for smartclip, RTL Group’s ad tech unit, the future is one of multiple IDs.
“Advertisers will have to work with IDs of different types, different natures, with different correctors, and different lifetimes,” says Thomas Servatius, Co-CEO, MD Platform & Technology at smartclip.
In this interview, Servatius discusses the benefits of differentiating between multiple IDs, the sustainability implications of frequency wastage, and the capabilities of smartclip’s smart ID Hub. Filmed at VideoWeek Roadmap 2024 in London.
