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Future of TV Briefing: The ambitious and alarming proposal fix to TV and streaming’s identity crisis

Digiday · Tim Peterson · last updated

This week’s Future of TV Briefing looks at the Coalition for Innovative Media Measurement’s Identity Infrastructure 2.0 proposal that aims to address TV and streaming’s fractured identity picture — but at what cost to people’s privacy?

  • Identity check
  • The agentic upfront, YouTube’s new NFL package and more

Identity check

The Coalition of Innovative Media Measurement (CIMM) is aiming to tackle TV and streaming’s identity crisis. Its proposal — Identity Infrastructure 2.0 — is admirable when viewed through the lens of TV and streaming ad buyers and sellers. But from the perspective of a TV and streaming viewer, it’s alarming.

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