If history is a guide, the latest tet-a-tet between publishers and ad tech vendors will be arduous for the former.
This time around, it’s over contextual targeting data. Publishers don’t think ad tech vendors should sell it to advertisers. Not when the only reason those companies have that data in the first place is because they’ve taken it from the publisher’s URL.
Unsurprisingly, publishers want to be compensated for it. Ad tech vendors, on the other hand, haven’t obliged. The reasons for and against this impasse are as old as they are well-known. And yet for a brief period last month it looked like there might be some chance of reconciliation.
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