Experience of the OpenWeb company confirms that primary data obtained directly from readers when they interact with content is just as effective as third-party data when we’re talking about targeting. The OpenWeb platform is based on artificial intelligence and machine learning. It accounts for the behavioral, contextual, emotional and reputational factors of communication on the online publishers websites. OpenWeb creates an environment for the development of communities and vibrant, non-toxic discussions in it. The basis of a content strategy is to create conditions for readers to return more often, which, in turn, allows you to collect more quality data. More than 1,000 publishers, including Yahoo!, MSN, The Times, FoxNews, MarketWatch and other world-renowned marketplaces, have evaluated the OpenWeb solution and are using its technology to successfully compete for readership and ad revenue. A new era of digital advertising is dawning, the post-cookie era. And the Meta example encourages market participants to prepare for it in advance.