In this interview, Vlad Stesin, CSO and Co-Founder of Optable, shares his thoughts on identity strategy for publishers:

• What does identity mean to publishers in 2025?
• How should publishers prepare their identity strategy in 2025?
• Are there other ways for publishers to monetize their identity graphs?

In 2025, publishers need to focus on identity solutions to regain lost programmatic revenue and improve addressability. Essential strategies involve establishing a robust first-party data foundation, developing their own identity graphs, and collaborating with partners like Optable and ID5 to fill gaps and restore signals.

Beyond merely enhancing bids, identity graphs present monetization opportunities through audience curation, data partnerships with brands or retailers, and expanded programmatic and direct sales opportunities. Optable equips publishers with the necessary tools to effectively develop, scale, and monetize their identity strategies.

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