Future of TV Briefing: The ambitious and alarming proposal fix to TV and streaming’s identity crisis

This week’s Future of TV Briefing looks at the Coalition for Innovative Media Measurement’s Identity Infrastructure 2.0 proposal that aims to address TV and streaming’s fractured identity picture — but at what cost to people’s privacy? Identity check The agentic upfront, YouTube’s new NFL package and more Identity check The Coalition of Innovative Media Measurement (CIMM) is aiming to tackle TV and streaming’s identity crisis. Its proposal — Identity Infrastructure 2.0 — is admirable when viewed through the lens of TV and streaming ad buyers and sellers. But from the perspective of a TV and streaming viewer, it’s alarming.This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.