Opinion Piece
First-party data is still marginal in the programmatic ecosystem due to four key perceived problems. But the real problem is the industry’s addiction to ID.
Back when the whole world thought Google was going to kill the third-party cookie, open web publishers reacted with a mix of preoccupation and excitement. The most reliant on open market buying were expecting a blood bath.
But premium publishers saw an opportunity to leverage their first-party data in a supply-constrained environment. The more tech-savvy ones openly showed enthusiasm at the prospect of ridding the market of the data leakage that had undermined their inventory and intermediated their relationship with advertisers....