One of the largest concerns in the industry is about data ownership. That is, brands want to retain data about their customers when executing targeted media buys. Platforms, meanwhile, are data-hungry monsters; they are, at their core, unprecedentedly large sources of consumer data that is monetized through advertising, and they would love to have access to a brand’s customer data. Agencies would like to become data stores, too, because they worry the lack thereof will diminish their value to brands. And publishers are concerned that ad tech companies — which deal in buying and selling audience data — will depreciate their valuable audience data.