Just as the sports industry has tipsters that offer betting advice, AdTech has a slew of trade pubs that each have their opinion on the post-third-party-cookie world. In this episode, Stephen dives into some of the different approaches featured in the news lately. He believes that in the future, audience size will not be the proxy to value; having an identifiable and addressable audience that your demand partners value will be the gateway to building strong partnerships that will survive the test of time. With less than a year until the end of third-party cookies in Chrome, the race is on to figure out how to redefine monetization.