Скачать или смотреть Web Without Walls x Keith Petri | Is the Buy Side Ready for Publisher Signals in a Cookieless World

In this Web Without Walls clip, Vijay (CEO of Mile) asks Keith Petri, Founder and CEO of Lockr, an important question for the future of addressability. As cookies fade and publishers begin sending their own first party signals, has the buy side actually upgraded its infrastructure to receive, process, and decision on those signals?

Keith explains why the answer depends on signal trust and scale. DSPs only build toward signals that are both widely adopted and reliably verified. He uses the example of mobile location data from years ago, where buyers could differentiate between GPS level precision and IP based approximation directly inside the bid request. Because that signal was standardized and trusted, buy side platforms built around it. Today, publisher specific first party signals often lack consistency, adoption, and validation, which means DSPs will not prioritize them. Keith also explains why this gap creates room for intermediaries to aggregate signals, but at the cost of added inefficiency and margin loss.

This clip is essential for publishers, SSPs, DSPs, and identity solution providers who want to understand the real state of buy side readiness in a cookieless ecosystem.

Key topics covered

Whether the buy side can process publisher first party signals

Why DSPs only build toward trusted and widely adopted signals

Lessons from mobile location data and signal standardization

Why individual publisher signals often fail today

How signal aggregation creates opportunity but also added cost

What publishers must understand before investing in new signals

Watch all Web Without Walls episodes here: https://www.mile.tech/web-without-walls

#AdTech #Identity #FirstPartyData #Addressability #DSP #Programmatic #DigitalAdvertising #KeithPetri #Lockr #WebWithoutWalls #Mile