For media owners, the difference between thriving or fading away in the first-party web depends on building, growing, maintaining and protecting their direct relationships – not only with the audience, but also with the advertiser. However, after years of chasing the warped incentives of the third-party cookie era, many publishers have forgotten how to be audience-centric. These publishers’ business objectives have become indistinguishable from those of made-for-advertising (MFA) sites. For both, monetization boils down to an endless quest for scale and shallow insights into their audiences that can be turned into ad revenue. But this approach won’t work in the era of the first-party web,
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