The first-party pertains to all the platforms utilized on the publisher’s end of the ad tech ecosystem. For instance, when a publisher employs an ad server to oversee their ad inventory and display ads on their website, it is categorized as a first-party ad server. The roots of this concept trace back to the early stages of ad tech history when publishers were regarded as the first-party because they directly owned the websites containing ad space that advertisers sought to purchase.

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