Honestly, I think this is a fallout of third party data being too expensive relative to the increase in performance more than anything else... middleware ad tec

Honestly, I think this is a fallout of third party data being too expensive relative to the increase in performance more than anything else... middleware ad tech and data sellers are a failed experiment that has been a net negative for advertisers, users and publishers..all it did was just enrich some bloated ad tech startups to steal a piece of the pie...its a scam that floated on smoke and mirror attribution models...and advertisers who actually control their budgets have smartened up finally...its artificially propped up by agencies incentivized to spend more and make their clients look good in a powerpoint and colorful excel sheet...without true accountability to REALITY! I think we will see many more hits to the third party data world and ad tech that promises richer targeting without really serving the users or advertisers by enabling them to deliver better value...versus just paying twice for customers they would have anyways short of the third party selling your customers to your competitors...its a shell game and its finally coming crashing down!!! GOOD RIDDANCE!