For TTD, "premium" is primarily a synonym for "plugged into UID2." Publishers fear TTD may force adoption of UID2 and OpenPass, impacting digital media industry dynamics.
"Why should publishers give ad tech vendors our data so they can profit from it? It's extremely arrogant," says an anonymous executive, reflecting concerns over data use by vendors.
Some agencies seek impression reporting tied to outcomes on platforms like Netflix, facing limited attribution and programmatic availability. Partnerships with ad tech companies aim to improve visibility and performance measurement.
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