The latest report from the Winterberry Group dives into the Advanced TV (ATV) media market as it enters a period of significant growth. According to research from the report, by 2026, addressable TV advertising will be a $48 billion business in the US, and over $10 billion in the UK.

With insight from nearly 150 industry experts across the US and Europe, this comprehensive report dives into identity in ATV and the challenges and opportunities ahead, including:

• The emerging focus on audience-first media buying
• Identity and ATV use cases
• Identity solutions and the demand for interoperability 
• Data collaboration and the importance of the non-movement of data
• The role of data clean rooms