If the publisher develops an analytics, user profile or whatever solution themselves, then it's 1st party - OK.
But outsource the development or hosting to someone, and suddenly it's a problem? How is this different to using AWS?
Now if the data from their different clients is merged to build a unified view of what you do on the web, that's different, but the place to prevent that is in the browser using cookie partitioning, not by caring about the tracker developer/hosting provider.
If the publisher develops an analytics, user profile or whatever solution themselves, then it's 1st party - OK.
But outsource the development or hosting to someone, and suddenly it's a problem? How is this different to using AWS?
Now if the data from their different clients is merged to build a unified view of what you do on the web, that's different, but the place to prevent that is in the browser using cookie partitioning, not by caring about the tracker developer/hosting provider.