The Goldbach Xchange – Future of TV event on November 14 in Munich, Germany was a resounding success! We were thrilled to be part of such an inspiring gathering of industry leaders and innovators. Chris Kleinschmidt, VP Connected Advertising Sales captivated the audience with a deep dive into the evolving landscape of Connected TV (CTV) identity during the panel CTV Identity: from Crisis to Confidence. Chris discussed strategies to enhance data transparency and address the identity crisis in CTV emphasising the need for the CTV industry to adopt a unified cross device measurement solution and how leveraging cutting-edge technologies can boost cross-channel strategies and campaign effectiveness. “The CTV industry stands at a crossroads. To unlock its full potential, we should adopt measurement solutions similar to those in linear TV. However, the resistance from walled gardens, which prefer to leverage their own first-party data, continues to hinder the establishment of an…