'Agility in Their DNA': How Media Companies Will Lean Into Their Strengths

Last year started off with publishers in a quandary about how to maintain their programmatic advertising businesses beyond 2022, when Google would end its support of third-party cookies in its Chrome browser.

But by March, as a pandemic hit, publishers had to deal with the fallout, including a volatile ad market, adverse keyword blocking, shortened sales cycles, disappearing revenue lines, vendors defaulting on payment terms and challenged commerce supply chains. This list of existential threats only added to the ongoing pressures of increased privacy regulation and browsers tightly controlling media companies’ ability to effectively monetize their audiences.

But