As third-party data signals fade, publishers are racing to build future-ready strategies grounded in identity, privacy, and collaboration.

This exclusive report from Digiday, in collaboration with Optable, reveals how the industry is evolving to monetize audience data in a privacy-first world. We surveyed 97 media owners and publishers to uncover insights, investments, and innovations shaping the digital advertising of tomorrow.

What you’ll learn:

1. How publishers are replacing third-party signals with first-party identity strategies
2. Where media companies are investing to stay competitive in a privacy-centric ecosystem
3. How clean rooms and data collaboration are reshaping campaign planning and measurement
4. The current state of publisher audience data — and what’s next for monetization at scale
   

Download the full report now to inform your own strategy for privacy-safe, revenue-driving audience data.

Build Trust. Monetize Smarter. Embrace Privacy.

In a world where third-party signals are vanishing and privacy regulations are tightening, the way media companies manage identity is changing fast. If you're a publisher, media owner, or ad tech decision-maker, this guide is your blueprint for navigating the new era of addressability.

What You'll Learn:

• How to future-proof your monetization strategy as cookies and device IDs disappear
• Proven methods for building a first-party identity graph that drives performance
• Smart tactics to boost authenticated users with logins, subscriptions, and engagement tools
• Privacy-first frameworks to stay compliant and earn user trust
• Real-world use cases to drive ROI across programmatic, direct sales, and data collaboration
• Examples of how leading publishers are partnering on identity to unlock new revenue streams

Why Download It?

This guide breaks down complex identity challenges into clear, actionable steps for media companies of all sizes. It’s packed with:

• Industry stats and benchmarks
• Expert perspectives from identity leaders
• Tactical checklists to help you get started

Whether you’re modernizing your audience strategy or exploring next-gen monetization tools, this guide equips you to lead with clarity and confidence.

‍

In a changing digital landscape where third-party cookies are fading, Optable, The Globe and Mail, VIA Rail, and Touché! worked together to improve digital advertising through privacy-safe data collaboration. Using Optable’s data collaboration technology, the partnership achieved measurable results in audience targeting, campaign efficiency, and VIA’s ticket sales attribution, establishing a new benchmark for advertising that is planned, activated, and measured via data clean rooms. Download our case study to discover the success story of this collaboration.

Discover how Optable’s identity solution helped Triton Digital enhance addressability for audio publishers like iHeart Media U.S. through seamless identity activation. Learn how Optable’s ID Switchboard enabled integration with UID2 and other extended user identifiers, improving programmatic performance while ensuring privacy compliance.

Download the full case study to explore the strategy, key results, and how this approach can optimize your programmatic revenue.

Opportunities for Retail Media Networks

There is increasing demand from advertisers to be able to bring their own data into a collaborative environment with their retail partners to enhance media planning exercises, create more customer personalization, and better understand purchase behavior. Additionally, marketers want to work with retail partners to extend where they can reach valuable audiences through omnichannel media activation. 

To achieve these goals and create highly profitable revenue streams that strengthen partnerships with their manufacturers, Retail Media Networks (RMNs) will need to deploy sophisticated technology and a comprehensive business strategy.

Deloitte Digital and Optable have partnered to create a whitepaper that explores the new data collaboration opportunities for RMNs in the era of data privacy and cookieless advertising.

To Canadians, La Presse is a household name, having long been considered the “newspaper of record” in Canada. However, to the media & advertising ecosystem the newspaper, originally founded in 1884, was not the first name you think of when discussing digitally innovative media companies.

Learn how La Presse brought major innovation to their advertising sales business and partnered with Optable to build a safe & secure solution that allowed them to harness the full power of their data and grow advertising revenues.

Data collaboration technologies, like data clean rooms, has become a hot topic among media owners. As a potential solution to the profound changes driven by evolving regulatory environments, data fragmentation, and shifts from major tech companies, these solutions offer a glimmer of hope. However, like any new technology, the landscape is riddled with complexity, incomplete solutions, and uncertain business value.

To help major media owners and publishers navigate this intricate terrain, we have curated a comprehensive whitepaper. It delves into key challenges, provides insights on the landscape, outlines what to seek in a solution, and even includes a handy checklist to ensure your technology investment yields a substantial return on investment (ROI).