[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.