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Upfront negotiations might take longer than normal this year. Plus, Meta is already in hot water with the EU’s new digital regulations.

Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third-parties.

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.

Is consolidation among clean rooms actually going to make things any cleaner when it comes to collaboration, accessibility and pricing?

Driver Studios, which has a COPPA-compliant ads business, is expanding its targeting to include more adults via a new partnership with privacy startup Qonsent.

To fill in the gaps left by third-party data loss, Adobe has added a data collaboration product to its Real-Time CDP that lets advertisers match their data to a partner’s to create lookalike audiences, target ads or attribute campaigns.

In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.

Cross-cloud data collaboration technology is the best bet for a post-cookie solution. But it’s vulnerable to similar privacy concerns.

In today’s newsletter: European news companies are suing Google; the TV industry reevaluates IP addresses; Sridhar Ramaswamy will be Snowflake’s new CEO.