Opinion Piece

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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.

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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.

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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....

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