[samt]

Agree that tfa is clueless. However even second price auctions cannot explain the data they claim to see. Any ad exchange these days has data showing publisher revenue delta of far more than 4% for cookie-able browsers.

It's not just oba... much of the non-oba demand running through programmatic requires a "cookie" for frequency capping or just basic anti-fraud.

Disclosure: work in industry; am biased.

[manigandham]

Well the data here is also small and suspect. They need to separate mobile browsers and GDPR/EU regions that aren't available for OBA targeting anyway.

That's why I said scale (reach + cookies) is the fundamental problem.

[samt]

Agree. It's absurd how many conclusions have been drawn from one flawed study of a single publisher.

[sjg007]

GDPR/EU sounds like a natural control.