Why identity, as a valuable marketing tool, is at a turning point, per new report

Although it's been asked many times, there's no clear answer to what a cookie-less future looks like, although many companies believe they have the answer.

Additional coverage:

• Sustainability is top of mind for advertisers, but measuring a company's carbon footprint may be more complicated than one might expect.
• When it comes to generative AI, publishers are split down the middle — and use of the technology is poised to grow in the media industry, according to a Digiday+ Research survey.
• This week's Digiday+ Future of TV Briefing assesses the revenue-sharing options for short-form vertical video creators.
• PR pros say they're feeling the pressure of new client demands in a changing digital media landscape.
• ICYMI: Take a look at Digiday's latest special project, called the Commerce Media Era. This limited editorial series explored how commerce media, from e-commerce to retail media networks, has entered a new era and the opportunities and challenges of doing so.