Spending On Identity Software For Advanced TV To Hit $5.5B By 2026

Winterberry's "Outlook For Identity In Advanced Television: Challenges and Opportunities" report forecasts that spending on identity solutions in the United States will increase from $2.25 last year to $5.5 billion by 2026. According to the report, identity solutions provide crucial support for merging media buying on linear TV and streaming video. Eighty-seven percent of respondents in the US and 84% in the UK said the biggest driver of adopting identity solutions for advanced TV (ATV), including streaming video, is the need to define the target audience better. And conversely, 66% of US and 62% of UK respondents said the most significant barrier to using it is the various ways the content reaches people's TV screens.