Ad-Tech Firms Are Paying Their Bills, but Concerns Linger

The industry is showing signs of life and facing a busy Q4 after an extreme slowdown

When the novel coronavirus pandemic hit in March and marketers halted ad spend, publishers feared the sudden drop would leave ad-tech companies without the necessary cash to make good on their payments.

Now, the ad-tech industry is rebounding from the financial doldrums of 2020, and these intermediaries have to pay up.

Supply-side platforms OpenX and TripleLift said they’re posting better revenue numbers now than they did at this time last year, since marketers are investing more in programmatic channels because of their flexibility in times of uncertainty.

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