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John Halley, the president of advertising at Paramount, wants publishers to work with multiple identity solutions.
While speaking at The Trade Desk’s FWD25 event in New York on Feb. 27, Halley encouraged publishers to adopt more flexibility in integrating with media buyers’ preferred identity solutions.
“The future of advertising is not going to be dependent on a single identifier. It is also not going to rely on proprietary sell-side identifiers,” he said.
A number of major publishers, including Paramount, Disney, NBCUniversal, Warner Bros.,
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https://www.adweek.com/media/paramount-ad-exec-urges-publishers-to-stop-creating-their-own-id-solutions/