The Rise of Privacy-First Advertising in Streaming: Xumo's Identity Solution as a Strategic Edge

The post-cookie era has forced advertisers to rethink their strategies, prioritizing privacy-compliant solutions that balance consumer protection with measurable outcomes. In this evolving landscape, Xumo has emerged as a pivotal player, leveraging its advanced identity infrastructure to redefine connected TV (CTV) advertising. By integrating first-party data with third-party partnerships and innovating ad formats, Xumo is not only addressing the technical challenges of identity resolution but also unlocking new ROI pathways for brands.

A Privacy-First Identity Layer: Bridging First-Party and Third-Party Data

Xumo's identity solution, introduced in 2025, represents a significant leap in privacy-first advertising. The platform combines its proprietary viewership data from Free Ad-Supported TV (FAST) channels and devices with household and demographic insights from TransUnion, third-party identifiers from The Trade Desk (Unified ID 2.0) and LiveRamp (RampID), and first-party data from Xumo devices. This hybrid approach creates a robust identity layer that enhances ad request accuracy, improves match rates, and enables advertisers to target audiences with precision while adhering to data privacy regulations.

The technical integration is designed to be interoperable, allowing seamless collaboration with leading ad tech platforms. For instance, Xumo's partnership with Google TV under its Enterprise division demonstrates its ability to overcome technical hurdles, as evidenced by the successful launch of the Google Freeplay FAST service, which now hosts over 200 channels. This scalability ensures advertisers can reach premium, brand-safe environments without compromising on privacy or performance.

Expanding the Ad-Supported Streaming Footprint

Xumo's strategic partnerships are amplifying its ad-supported streaming footprint. The Google Freeplay collaboration exemplifies how inter-platform cooperation can drive user growth and advertiser value. By offering a seamless, app-free experience, Freeplay has attracted a broad audience, proving that ad-supported models can thrive in a competitive streaming ecosystem.

Moreover, Xumo's focus on home screen advertising has delivered measurable ROI. A recent campaign revealed that viewers exposed to home screen ads were 142% more likely to sign up for a streaming service compared to those who weren't. Surveys further highlight the effectiveness of this format: 58% of respondents found home screen ads less disruptive than traditional video or banner ads, while 59% deemed them more unique and novel. These insights underscore the power of contextual relevance in driving engagement and conversions.

Innovating Beyond Traditional Formats

Xumo is redefining CTV advertising by experimenting with interactive and shoppable ad formats. Features like QR codes, voice-enabled prompts, and "squeeze backs" (short, interactive ad experiences) are transforming passive viewing into active consumer behavior. These innovations not only enhance user engagement but also provide advertisers with actionable data to refine their strategies.

The platform's ability to reach incremental audiences further strengthens its value proposition. Xumo estimates it can access 95% of households not reached by traditional TV campaigns, offering advertisers a critical edge in diversifying their reach. This is particularly valuable in a post-cookie world where audience fragmentation is a growing challenge.

Industry Recognition and Strategic Validation

Xumo's efforts have earned industry recognition, reinforcing its credibility. At the 2025 StreamTV Awards, Xumo's advertising technology, X-AMS, won the Best Innovation in Advertising Award, while its distribution strategy was honored as the Best Distribution Strategy at the Digiday Streaming and Video Awards. These accolades validate Xumo's role as a leader in shaping the future of streaming advertising.

Conclusion: A Strategic Edge for Investors

For investors, Xumo's identity solution represents more than a technical innovation-it is a strategic edge in a rapidly evolving market. By addressing the dual challenges of privacy compliance and ad effectiveness, Xumo is positioning itself as a critical infrastructure provider for the CTV ecosystem. Its partnerships, data integration capabilities, and ROI-driven ad formats make it a compelling long-term bet in the post-cookie era.