> The endgame is to move all ad and tracking code to 'first-party', i.e. the website delivers the code in its source. (Un?)fortunately that is not happening qui

> The endgame is to move all ad and tracking code to 'first-party', i.e. the website delivers the code in its source. (Un?)fortunately that is not happening quickly since advertizers distrust the publishers. The other issue with this is that advertisers use Google/TradeDesk/Etc because it gives them access to a ton of supply (publishers) with one interface to handle all of their reporting/metrics. If the publishers own the tracking/targeting/reporting there will be 1000 different implementations. Which is probably good for the end user and publisher but bad for the advertisers. It will be interesting to see where adtech goes in the next 5 years.