Tag: identity resolution

Apple's Safari 27 restrictions are disrupting identity-based targeting and attribution, with early data showing publisher eCPMs falling 4% on iOS and 11% on Mac. The changes weaken open-web advertising and CTV measurement, giving Amazon, Google, and other platforms with authenticated…

Skip examines why the advertising industry continues selling precision targeting despite growing signal loss and attribution challenges across digital media. The column argues that streaming and CTV are pushing advertisers toward probabilistic measurement, contextual relevance, and broader business outcomes instead…