Today, IDs are still new and rife with limitations. Many new concepts being thrown around are not focused on the limitations, which can back brands into a corner unintentionally. Every partnership, data provider, and tech company should be assessed based not only on their innovation, but on the elements that will inhibit the solution from working at scale.
This is where smart choices around data clean rooms, ID strategies and measurement can help. Asking smart questions now will guarantee fewer bad choices later.