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"If there are at least 80 companies purporting to offer identity solutions, surely the ad tech industry is set, right? Nope. I would argue that most of these companies will fail for technical, business, or policy reasons.
The prospects of identity solutions can be evaluated on the presence or absence of the following three key elements. If these elements are present, it is at least possible for these technology providers to succeed.
Without them, it’s just another exercise in wasted time for advertisers and publishers."
Read more from Centro's Ian Trider in AdExchanger.