Thought Leadership

Identity Takes Center Focus at CES 2020

January 2, 2020
By Rubicon Project

CES 2020 is back in Las Vegas, bringing together developers, technology innovators, and players across the programmatic advertising landscape. With audience targeting top-of-mind, the question of how to tackle identity will take front and center.


As the programmatic industry decreases the importance of third-party cookies, what’s in store for identity and audience targeting? Will the industry gain true vision on a solution, or will buyers lose focus of their audiences?

Certainly, a push for consolidation, simplification, and open standards is already well underway. 

Initiatives like LiveRamp’s IdentityLink and the Advertising ID Consortium are currently taking strides to democratize identity with community-driven innovation, collaboration, and open-source solutions. The concept of community driven IDs has gained momentum, with the goal of making transactions simpler and reducing bulk on the page.  Ultimately the industry must adopt more durable and open standards, like a publisher owned solution.

Meanwhile, products have been developed over the past year to address identity concerns. At Rubicon Project, we’ve developed tools such as Audience Activation Manager to help buyers and sellers target and augment audiences, while ensuring they maintain control of their data. 

To continue to support and drive a healthy dialog around identity, Rubicon Project will be hosting a series of thoughtful discussions with special industry guests at this year’s CES. These open talks will focus on how the programmatic ad industry stands to shift as concerns over data privacy increase and third-party cookies fade, but personalized ad engagements become table stakes. While attending CES, be sure to schedule a meeting with us or email us at to secure an invite to one of the following events. Together, we’ll learn more about identity and how standards are shifting to shape the future of programmatic.


eMarketer 2020 Preview on Identity

When: 9:30 AM – 9:50 AM, Thursday, January 9, 2020
Where: The Barbershop in the Cosmopolitan, 3708 S Las Vegas Blvd
What: eMarketer Principal Analyst, Lauren Fisher, walks us through what she believes is in store for identity in 2020. 

Fireside Chat with Tom Kershaw

When: 9:50 AM – 10:35 AM, Thursday, January 9, 2020
Where: The Barbershop in the Cosmopolitan, 3708 S Las Vegas Blvd
What: In a recent “Data Driven Thinking” column, Senior Editor, Sarah Sluis, called out a question that seemingly no one in ad tech has been able to answer: What happens to programmatic advertising as cookies crumble away? In this fireside chat, Sarah sits down with Rubicon Project CTO Tom Kershaw to discuss the future of identity and get answers to how ad tech plans to solve for it.

Panel Discussion: Foresight 2020 – Identity in the Age of Privacy Regulation and the Open Web

When: 10:35 AM – 11:20 AM, Thursday, January 9, 2020
Where: The Barbershop in the Cosmopolitan, 3708 S Las Vegas Blvd
What: Tom and Sarah are joined by Travis Clinger, VP Strategic Partnerships at LiveRamp, and Christopher Guenther, SVP, Global Head of Programmatic at News Corp, and others to continue the conversion on identity and examine how the new era of collaboration across independent tech companies will transform identity and ensure better monetization opportunities for publishers outside of the walled gardens.

To learn more about Audience Activation Manager or our work on open-source identity solutions, reach out to us at

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