If you're a publisher looking for new privacy-preserving data solutions ahead of third-party cookie deprecation, you're not alone. Graham Media Group (GMG), a broadcast television group who owns seven local television stations around the US, was in the same position. To address this challenge, GMG began exploring ways to create value by developing first-party audiences across their digital channels. To activate their audience data, GMG looked to Google Ad Manager's publisher provided identifiers (PPIDs).