Marko Markovic (AdFixus) - Media Tech Talk #012

Feb 16, 2026

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Media Tech Talk #012 – Marko Markovic (AdFixus)

Marko Markovic, Founder of AdFixus, joins Daevid Richards and Paul Luckett to unpack privacy-first identity, first-party data strategy, deterministic vs probabilistic ID models, and the future of digital identity in programmatic advertising.

As third-party cookies decline and AI-driven advertising accelerates, publishers and advertisers are rethinking how identity, consent, and data control should work. AdFixus has built a privacy-first identity solution designed to give publishers full ownership of their first-party data — without relying on identity graphs or cross-site tracking.

This episode explores what real privacy-first advertising infrastructure looks like, how conversion APIs improve attribution accuracy, and why AI agents and bot traffic may reshape identity strategy over the next five years.

In this episode:

(00:00) – Rebuilding digital identity without tracking user data

(02:00) – Marko’s journey from Microsoft machine learning to AdFixus

(06:30) – What a privacy-first identity solution actually means

(10:30) – First-party identity across multi-domain publishers

(15:30) – Deterministic vs probabilistic IDs explained

(21:00) – Conversion APIs & real-time event streaming

(25:00) – Premium publisher conversions vs social attribution

(32:30) – GDPR, Australian Privacy Act & US federal regulation outlook

(42:30) – AI agents, bot traffic & the future of programmatic identity

(49:00) – Leadership philosophy & driving industry-wide change

💬 Guest: Marko Markovic – Founder, AdFixus | https://www.adfixus.com/

🎧 Hosts:

Daevid Richards – https://www.linkedin.com/in/daevidrichards/

Paul Luckett – https://www.luckettmediaconsulting.com | https://www.linkedin.com/in/paul-luckett/

Media Tech Talk explores ad tech, media technology, programmatic advertising, identity solutions, AI in advertising, and publisher monetisation through candid conversations with the leaders shaping the future of digital media.

#MediaTechTalk #AdFixus #AdTech #DigitalIdentity #FirstPartyData #PrivacyFirst #ProgrammaticAdvertising #AIinAdvertising #PublisherMonetisation #ConversionAPI #DataStrategy