How the Ad-Tech Supply Chain Is Being Compressed and Evolving
Marketers want a leaner supply chain while maintaining addressability
Brands are looking for ad-tech efficiencies, but the process has been complicated by players like Google.
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Key insights:
- Privacy and need for performance are driving optimization.
- Duplication remains, but for a reason.
- Brands now see data as a first-party asset.
- Marketers have begun building their own walled gardens.
Under pressure to comply with privacy regulations and prove their programmatic ad buys are delivering value, marketers are looking to source ad inventory more directly—even as Google’s rollout of Open Bidding threatens to frustrate that.
