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• Episode 3

Why publishers like Complex can’t wait for someone else to replace the cookie

Episode summary

Aaron Braxton, Vice President, Head of Business Intelligence at Complex Networks talks about how even as his company is eyeing industry-wide attempts at replacing the cookie, such as the Trade Desk’s Unified ID initiative, publishers need to start taking audience intelligence into their own hands.

In Complex’s case, that’s included recruiting a 30,000 member digital panel of enthusiasts, which helps inform the company’s editorial team while helping bring in more brand partnerships. But, as Braxton discusses, it’s going to take a lot more investment in data science for publishers to maintain their ability to track the impact of ad spending long term.