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If we’re to leave behind the third-party cookie era, the rest of the ecosystem must reassert the role it plays in setting the agenda.

Dave Strauss, VP of revenue operations and strategy for North America, spoke with AdExchanger about The Guardian’s PMP priorities and how it’s tapping into other emerging revenue streams.

Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.

ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

In today’s newsletter: Walmart’s hottest growth drivers are ads and subscriptions; why The Trade Desk’s UID 2.0 could be regulators’ next target; and how the growth of CTV content fortresses is preventing breakout streaming hits.

Ranker saw a 5% increase in demand from a new fully automated Prebid wrapper optimization feature in Magnite’s Demand Manager.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

Bonbon gives users rewards – such as discounts or chances to win merchandise – for setting up email registrations with publishers. Now The Trade Desk’s OpenPass will include that same rewards functionality.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.