This session explores how generative AI is enabling media organizations to transition from reliance on third-party data to monetizing first-party content and audience signals. Topics include: Strategic shift from 3P to 1P: How the deprecation of cookies and evolving privacy regulations are forcing media companies to build direct relationships with audiences through 1P content. Generative AI as an enabler: Use of LLMs and RAG pipelines to tag content with intent categories, classify user behavior, and generate scalable audience segments for monetization. Operational deployment: Real-world examples of AI agents creating 1P segments, integrated with GAM and GCP tools, and validated through human-in-the-loop workflows. Revenue impact: How generative AI is driving new branded content experiences, improving targeting precision, and unlocking direct sponsorship opportunities. Legal and ethical guardrails: Overview of governance practices, including content attribution, model transparency, and compliance with GDPR/CCPA.