John Rosendahl, Director of Product Management at Optable, makes a provocative case that the publisher versus advertiser framing is a distraction — the real problem is an industry built around value capture rather than value creation, and first-party data is how publishers get off that treadmill. He breaks down why web publishers are sitting on a richer audience signal than any CTV platform, why audience data doesn't need to be perfect to perform, and why having ID vendors on your page is not a first-party data strategy. He also gets into where agentic buying is headed and why the publishers investing in identity infrastructure now are building the foundation to compete in that future, while everyone else is still waiting for the next cookie replacement
What is AdTech Unwrapped?
Digital publishers are the backbone of the internet, and they deserve a playbook. Hosted by Jared Siegal, CEO and Founder of Aditude, AdTech Unwrapped dives into monetization, media models, and technology that actually works. Each episode unpacks real-world success stories and strategies to help publishers grow revenue.