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Publishers and platforms alike are increasingly aware of the value in their first-party data. In a world with limited cookies and identifiers, first-party data sourced from a clear value exchange with a site visitor becomes one of the safest ways to understand behavior and deliver targeted media.
In this rush to wrap their arms around their audience, publishers are starting to package and market their data a bit differently. As with everything in the ad-tech space, sometimes the marketing doesn’t match up with reality.