We welcome Eric Wheeler of 33Across, Inc. to the Sensei’s corner. Eric is the CEO of 33Across, which helps programmatic advertising to function without cookies across publishers, platforms, and more. In today’s episode, Eric and I discuss identity solutions in a cookieless world, the role his company, 33Across, plays in the programmatic ecosystem, and the current state of programmatic advertising. Timestamp: 01:08 - Eric’s Introduction 06:40 - Eric’s Definition of Programmatic Advertising 10:00 - 33Across’ Role in the Programmatic Ecosystem 11:13 - 33Across’ Lexicon Defined 12:09 - Current State of Programmatic Advertising 18:09 - Types of Identity Solutions 33:57 - How and Why Publishers Are Winning 40:08 - How Sustainable is Lexicon? 50:09 - Eric’s Advice for His Younger Self Resources Mentioned in the Episode: Daily Mail Boosts Its Cookieless Ad Business with a Probabilistic ID Solution - Article by Anthony Vargas Guest Information: Eric Wheeler- CEO of 33Across LinkedIn | Twitter Meet Our Team: Hélène Parker - Chief Programmatic Coach Programmatic Meet Up | Website | LinkedIn | Twitter Programmatic Digest - Youtube | LinkedIn | Instagram The Reach & Frequency Course - Listeners get a 10% discount with code podcast10 Clint Davis - Editor LinkedIn Andria Singletary - Podcast Manager Website | Instagram | Facebook | LinkedIn