The digital advertising industry is at a crossroads. Between shifting regulations and the deprecation of third-party cookies, many are feeling the "reluctance to change." But as AdFixus founder Marco Markovich recently discussed on the Media Tech Talk podcast, this shift isn't just a hurdle, it’s an opportunity to build a more resilient, trust-based ecosystem.

This week on Media Tech Talk:

Marko Markovic (AdFixus), as the industry navigates the realities of signal loss, and stricter global privacy regulation, identity infrastructure has become one of the most critical battlegrounds in digital advertising. This week, Marko Markovic, founder of AdFixus, joins Daevid Richards and Paul Luckett to unpack what a truly privacy-first identity framework looks like - and why publishers can’t afford to treat first-party data as just a cookie replacement strategy.

In this episode, they explore:

• Why deterministic, consent-based identity is gaining traction

• The difference between patchwork solutions and building an identity spine• How publishers can regain control of audience data

• Where identity innovation is heading over the next 2–3 years

In summary:

The "Identity as a Service" Revolution
At AdFixus, we believe in a simple premise: data belongs to the publisher. By moving away from centralized identity graphs and instead providing a unified, encrypted first-party cookie, we enable brands to recognize their audiences without ever touching personal user data. It’s a "manageable change" that respects the consumer while delivering the insights businesses need.

Privacy as a Performance Driver
For years, the industry feared that privacy would kill addressability. The results tell a different story. Organizations like CarSales have leveraged AdFixus to achieve a 300% increase in addressable audiences and a 41% uplift in conversions. By focusing on "rebuilding from the ground up," we’ve proven that privacy-first tech can outperform the legacy systems we’ve relied on for decades.

The Challenge of AI and the Value of Premium Content
While AI is the latest industry buzzword, Marco warns that it could exacerbate privacy risks if not managed carefully. AI models are only as smart as the data they consume, which makes the role of premium publishers—and the quality content they produce—more vital than ever.

Moving Toward a Strategic Mix
Our latest innovations, including real-time Conversion APIs and first-party measurement tools, are giving advertisers the power to see through the "walled gardens" of social media. This allows for a smarter spend that nurtures the top of the funnel while ensuring premium conversions at the bottom.

Conclusion

Change in our industry is inevitable, but it doesn't have to be shocking. By working together to fix privacy and returning data ownership to where it belongs, we can create an internet that works for publishers, advertisers, and most importantly, the consumer.

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