C2PA now provides cryptographic proof of origin across articles, images, audio, and video. This briefing, led by the Co-Chair of the C2PA Text Provenance Task Force, covers how the standard works, what it proves, and how publishers are using that proof to reshape licensing negotiations with AI companies.

Publishers today are managing 8+ identity vendors simultaneously (UID2, ID5, LiveRamp, Yahoo Connect, Criteo), each with different coverage rates, costs, and performance. This session will explore how publishers can cut through the fragmentation, measure which identity providers actually drive revenue, and move toward unified addressability. We'll cover the real cost of the "identity tax," live testing of multiple providers, and a concrete case study showing a publisher that increased UID2 coverage from 35% to 55%.

With Microsoft’s public Prebid Cache shutting down in April 2026, publishers must quickly evaluate alternatives to avoid disruption in video ad delivery. Join leaders from JWX and Shinka, who are developing next-generation solutions to address this shift. This presentation will cover key migration paths—self-hosted, managed, SSP-integrated, and client-side caching—while highlighting innovations that go beyond replacement to unlock new revenue opportunities. Learn how to choose the right approach based on your technical resources and business goals.

This session explores how Prebid Server could serve as a publisher‑controlled ad decision engine, coordinating auction and external demand sources while leaving campaign management and delivery to existing ad servers. We’ll examine the opportunity, the flipped integration model, and key product questions to gauge interest.