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  "documentTitle": "ID5 Series A pitch deck to save ad targeting from privacy changes",
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  "authorName": "ID5",
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  "notes": "Uses a funnel-like decomposition to arrive at the $13.1bn target market figure.",
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      "text": "ID5's current business is focused on the programmatic web, with expansion into In-App, Advanced TVs, and Personalization.",
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      "text": "2024 projection: $526bn -> $158bn -> $79bn -> $13.1bn target market",
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      "text": "2020 funnel: $333bn Digital advertising spend -> $100bn Revenue not captured by Walled Gardens -> $50bn Value generated through users identification -> $6.7bn Spent on Identity Solutions globally -> $2.7bn Spent on Identity Solutions in Europe",
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      "kind": "list",
      "text": "According to Zenith; According to eMarketer: [Google, Facebook and Amazon] are collecting 68.1% of digital ad spending; According to Google: [...] the majority of publishers have losses of 50% or more; According to Winterberry Group",
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      "text": "TAM: $13bn",
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      "text": "Sources: \"Effect of disabling third-party cookies on publisher revenue\" Google, Winterberry Group, Zenith, management analysis",
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