SIIM — first-party data and AI, an official Google case study

The end of third-party cookies forces every publisher to build a first-party data base. Most of the market is still discussing the topic in theory.

Technical leadership of the implementation of SIIM (Scalable Identity Intelligence and Monetization) — a joint initiative by Plexus and Google to raise publishers' digital maturity through proprietary data and AI, integrating GA4 and BigQuery — at scale across multiple sites in the group, not on a single pilot portal.

The group is featured as an official case study of the program, presented to other publishers as a reference for multi-site implementation.

Direct experience with the decision every regional media group will have to make in the next 24 months — from the side of someone who has already implemented it, not someone who read about it.

Technical leadership of the implementation.

The program's coverage and gain metrics were not recovered from an auditable source; they are not claimed here.