The Second-Party Data Playbook: How Publishers and Advertisers Are Building Direct Data Partnerships in 2026

Prebid.org outlines how direct data-sharing agreements between publishers and advertisers are emerging as a structural alternative to third-party data marketplaces, with clean room technology enabling privacy-safe collaboration. The piece provides technical guidance on implementation and discusses how header bidding infrastructure can support these arrangements.

Prebid.org outlines how direct data-sharing agreements between publishers and advertisers are emerging as a structural alternative to third-party data marketplaces, with clean room technology enabling privacy-safe collaboration. The piece provides technical guidance on implementation and discusses how header bidding infrastructure can support these arrangements.