Ad Tech Briefing: The ‘plumbers’ posing as the unlikely saviors of the internet

Stop me if you’ve heard this one before: publishers are eyeing an uptick in their commercial fortunes in an initiative aimed at more fairly rewarding their painstakingly-assembled (not to mention expensive) content. 

The above is a line we’ve all heard before, particularly during the prolonged (but never realized) saga of the decline of the third-party cookie, and the theoretical upside for publishers rich with first-party data.

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