---
title: Spending On Identity Software For Advanced TV To Hit $5.5B By 2026 — Winterberry Group
description: "MediaPost covered the release of our latest research, “The Outlook for Identity in Advanced Television: Challenges & Opportunities,” citing spend on identity software for Advanced TV."
---

[Insights | Winterberry Group ](https://winterberrygroup.com/whats-new)

# [Spending On Identity Software For Advanced TV To Hit $5.5B By 2026 — Winterberry Group](https://winterberrygroup.com/whats-new/news-posts/spending-on-identity-software-for-advanced-tv-to-hit-55b-by-2026)

 Written by [Emma Oyomba](https://winterberrygroup.com/whats-new/author/emma-oyomba) | Jun 24, 2022 4:00:00 AM

*MediaPost* covered the release of our latest research, [“The Outlook for Identity in Advanced Television: Challenges & Opportunities](https://www.winterberrygroup.com/insights-library?hsLang=en),” citing spend on identity software for Advanced TV.

*“The technology to track viewer behavior while respecting consumer behavior is a high-growth business, with spending on identity solutions in the United States more than doubling from $2.25 billion last year to $5.5 billion by 2026, according to an estimate from Winterberry Group.*

*The consulting firm, whose forecast appears in a white paper titled *[***“Outlook for Identity in Advanced Television: Challenges and Opportunities,”***](https://s3.amazonaws.com/media.mediapost.com/uploads/Outlook_for_Identity_in_Advanced_TV_Winterberry_June_2022.pdf)* points out several drivers of adopting identity solutions – and hurdles to overcome. Identity solutions provide a key underpinning to the convergence of media buying on linear TV and streaming video, which about 62% of media and marketing professionals in the United States expect to happen on a single programmatic platform, Winterberry found in a survey of media and marketing professionals.”*

[**Read the full article.**](https://www.mediapost.com/publications/article/375132/spending-on-identity-software-for-advanced-tv-to-h.html)

[View full post](https://winterberrygroup.com/whats-new/news-posts/spending-on-identity-software-for-advanced-tv-to-hit-55b-by-2026)

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