Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.
A trio of ad-tech companies—AppNexus, MediaMath and LiveRamp—have founded a new consortium tasked with creating standards for programmatic advertising in hopes of taking on Facebook and Google’s walled gardens.
“Today, 48 percent of all digital advertising dollars accrue to just two companies—Facebook and Google,” said Brian O’Kelley, CEO of AppNexus. “That dynamic has placed considerable strain on the open internet companies that generate great journalism, film, music, social networking and information.”
The three tech companies are working to essentially pool their data together to create a common cookie, pieces of code that track users across websites.