What predictions do you have for 2022?

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By 2022, I predict that both testing success and wide-scale adoption of universal identifiers will continue to increase.

2022 will be a pivotal year in the preparatory stages leading up to the 2023 deadline for cookie phase-out. I expect the number of identity solutions to gradually decline, paving the way for more effective solutions in establishing the new infrastructure for the future of digital advertising and thus becoming industry standards.

The quest for better, more privacy-friendly list of northeast cell phone numbers identifiers will spread to other environments, such as connected TV. I expect channels to start restricting the availability of IP addresses for privacy and data protection reasons, paving the way for the deployment of alternative identifiers in this environment in 2023.

7. Do you have any plans to expand in the future?

We are expanding and will continue to do so. As far as the ID5 team is concerned, we have doubled in size since this time last year and have team members operating across multiple locations , with people in the UK, US, Germany, Spain, France and Poland, amongst others. We currently have several job opportunities available, which you can find here .

We expect significant growth in Spain and globally in 2022. We achieved scale on the publisher side in 2021, so we will be working with an increasing number of advertisers and agencies in 2022 so they can benefit from IdentityCloud.