The shifting sands of the $630 billion digital advertising landscape have seen the leading lights of independent ad tech jockey for position amid an uncertain future.
In the past 18 months demand-side, and supply-side platforms have altered their propositions in a manner that blurs the lines of the traditional media-trading sector with The Trade Desk’s OpenPath, arguably the starter-pistol.
Meanwhile, the industry’s leading SSPs have made similar moves with Magnite and PubMatic both launching their respective “buy-side offerings” earlier in the year.
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