This conference session offers a comprehensive update on NewsPassID, beginning with a progress report on the ad network's current performance and advancements with Scott Cunningham. A key segment will feature a buyer's perspective, providing valuable insights from Epsilon's Dan Perez on their perspective on the value of our effort. Finally, the session will unveil the next phase of NewsPassID, introducing the NewsPassID identifier and outlining its potential to aid in ethical and compliant audience targeting and measurement within the digital advertising ecosystem.