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Data shouldn’t be a black box, or a blame game between platforms. In this episode, we go straight to the core problem: tracking everything exactly once, and why a single standard changes performance, privacy, and velocity across retail media, identity, and measurement. With MetaRouter co-founder Greg Brunk, we unpack the shift from bloated client-side tags to first-party, single-tenant, real-time infrastructure that reduces noise, enforces consent, and routes the right identifiers to the right destinations—without slowing pages or adding risk.

Greg shares how early server-side tests collapsed 30–40% reporting gaps to near zero, and why page performance directly impacts revenue. We dig into identity as the critical layer—bringing vendor-specific IDs into a first-party context, activating only what each platform needs, and unlocking better match rates and algorithmic lift. From there, we explore retail media networks and the supplier reality: hundreds of partners, fragmented pipelines, and the need to filter high-velocity events into brand-ready signals that drive real-time optimization and higher ROAS.

We close by looking ahead—to closed-loop giants like TikTok Shop and Amazon, and to AI-driven shopping where agents browse and buy off-site. The takeaway is clear: winning over the next 18 months means owning your data infrastructure, private, programmable, real time, and built to activate on your terms.

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