Identity Resolution & Data Management

Publisher-side identity and data infrastructure had a notable week, anchored by Digiday's explainer on SPUR's Content Telemetry Framework — a publisher-run initiative designed to give media owners more control over content performance signals and audience data. The framework represents a growing movement among publishers to build first-party telemetry infrastructure that doesn't depend on third-party ad-tech intermediaries, a direct response to years of signal loss and margin compression. Novatiq, a telco-based identity resolution provider, was formally added to the ATDb entity registry this week, reflecting growing industry recognition of telco-derived identity as a credible alternative to cookie-based and device-graph approaches. Datalogix's status was also corrected to 'merged,' accurately reflecting its long-completed absorption into Oracle Data Cloud.