Permutive’s Joe Root: Less Than 30% Of Consumers Have An ID. And That’s Reshaping Addressability

AMENIA, NY — The advertising industry built itself on the assumption of near-universal consumer addressability. That assumption is yet to be realized. And most of the ecosystem is still catching up to what that means. “Less than 30% of consumers have an ID. That creates a lot of downstream problems. It forces everyone into the […]

Last updated Sep 1, 2026 by ATDb automated enrichment