The hidden flaw in your data collaboration strategy (and how to fix it)

Data collaboration is the accepted foundation for the next era of advertising. Across the industry, brands and publishers are investing in strategies to share data safely and drive performance. But a critical question remains: why are so many of these initiatives failing to deliver on their full potential? The answer often lies in a hidden, outdated assumption about the role of identity.

For years, identity was the whole story. Today, relying solely on legacy IDs within a collaboration framework means your efforts are blind to over 70% of the open web, severely limiting your scale and impact. A successful modern strategy requires a new approach. It demands a multi-signal mindset, where the precision of identity is unified with the rich insights of predictive contextual data and the scale of cohorts. Identity's role has evolved from being the hero signal to being the connective tissue that holds a more powerful strategy together.

Navigating this shift is key to unlocking the real promise of data collaboration. To help guide the way, we've written the definitive playbook on this new reality. In our whitepaper, 'The data collaboration equation', we unpack how to build a winning strategy that activates the full signal spectrum, unifies your signals, and delivers the outcomes you need.

Download your copy today to learn how to build a collaboration strategy that delivers incremental outcomes.