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Google is facing a possible court-enforced sale of its ad manager and publisher ad server products, signaling a possible upheaval of the online ad exchange market. The next phase is a remedies hearing in September.
Curation in digital advertising promises to give advertisers high-quality ad impressions and access to the best-performing inventory. The current market dynamics show that curation has a strong future, but the winners have yet to be identified.
The future of advertising is transforming into a scale game for adtech platforms and agencies, who are all aiming for a slice of an expanded digital advertising pie. The acquisition frenzy is set to continue.
Brands are realizing that to get the best return from their media investments, they must collaborate with other players in the digital advertising chain.
Ad Curation is the hot new product in adtech, fueled by a desire to prove to advertisers that spending on the Open Web can deliver performance. How will the curation debate play out?
The eventual demise of the Google Chrome third-party cookie will disrupt advertising. The main challenges for advertisers will focus on finding alternatives that enable data collection in a privacy-compliant way.
Eighteen months since the launch of ChatGPT, there has been a flood of Gen AI tools launched into the market. But hesitancy about the true value of AI is being questioned. However, it’s clear the first phase of AI is about finding efficiencies in the engine rooms of digital advertising and marketing production.
With the announcement that Google is no longer deprecating its Chrome cookies, the digital ad industry is set for another major change once again.
Data privacy laws around the world are starting to reshape advertising’s supply chain. Oracle’s adtech exit – confirmed in June – could be seen as that effect in action.