If you asked ten ad tech veterans what constitutes first-party data, you’d likely get ten responses that all map back to identity. From email addresses to demography, the industry’s view on what defines first-party data tends to focus exclusively on audience data. But are we missing part of the point? What about context and all of the data associated with it too? Shouldn't we be paying attention to that too?

Between new streaming services, massive increases in CTV ad spending, and growing investments from major tech players, the digital video ecosystem is moving quickly and showing no signs of slowing down. Amidst this turmoil, however, YouTube stands above the fray as a seemingly immovable giant. The company’s revenue increased by 84% year-over-year in the second quarter of 2021, driven in large part by a rebound in online advertising.

Today's news climate makes it tougher than ever to keep brands safe -- that is, unless you're using the proper technology solution to track exactly where content appears.