Easier targeting, especially third-party means higher CPM, means more advertising driven revenue. Also, you’re worth more if you can be tracked across different

Easier targeting, especially third-party means higher CPM, means more advertising driven revenue. Also, you’re worth more if you can be tracked across different devices (that became more important after the so called cookie-geddon.) Speaking as someone who worked in publishing, ad tech and built primarily for mobile (PWA or native).