Programmatic ad spend is only continuing to rise with such technologies powering more than 80 percent of all display ad buys in the U.S. according to eMarketer. Although, the growing dominance of the industry’s largest names, a.k.a the duopoly and increasingly Amazon, is forcing ‘independent ad tech’ to make some major calls—such as which tech alliances to join, whether to buy (or sell) market share.
Additionally, the last 12 months also saw the emergence of new technologies such as blockchain, plus major transparency initiatives, drive the market.
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