First Party data and identity is accelerating in interest, both on the buy and the sell side of the online ad industry. There is also another growing trend where buyers engage in so called marketplaces with legacy publisher tools. Rebecka and Daniel sat down with Lena Tehrani, Head of Programmatic and Erik Moberg, Head of Data and insight at Bonnier News to discuss Identity from a publisher perspective, what they are doing with their first party data and buy side initiatives. This episode is in Swedish.