Want to build ad products that crush? There’s been lots of talk about Identity on the open web (yes, it’s part of the equation), but Meta has some of the best ad products out there not b/c of identity (anymore) but b/c of their capabilities in matching ads to content. Viant has some of the best identity products on the open web but matching ads to content will be one of the largest opportunities in creating better ad products that rival Meta & Google. We need major investment here.