With better data protection practices, user's data is no longer shared at scale. Those organizations with direct relationships with users now have the ability to truly understand their audience in a differentiated way. For publishers, this creates a new opportunity to build better relationships with advertisers by building out a thoughtful 1p data strategy to drive increased partnership revenues. However, if publishers enable short term workaround solutions that will ultimately be blocked by platforms, the value in publisher data could once again be cannibalized. In this session, sponsor host Permutive will lead the discussion with the attendees and special guest Pete Spande, Publisher and CRO at Insider Inc.