Adweek’s 25 Most Popular Programmatic Stories of 2018

New formats, new business models and new players defined the year

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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.

Below are the 25 most-read Programmatic stories in 2018 that resonated with Adweek readers:

No. 25: MediaMath Promises 100% Viewable, Fraud-Free Impressions Across Mobile, Online and OOH

No. 24: Independent Ad Tech Sees Opportunity Amid the Escalation of the Walled Gardens

No. 23: Is the Latest to Take Digital Media Buying—Including Programmatic—In-House

No. 22: The Trade Desk and Index Exchange Boast Match Rates of 99 Percent

No. 21: 3 Ad-Tech Stories You Need to Know: Salesforce’s Acquisition, Industry ‘Godfathers’ Step Down

No. 20: Why the Future of Digital Marketing Lies in Automation and Live Chat

No. 19: OpenX Lays Off 100 as Part of Strategic Overhaul

No. 18: Why Knowing Your Audience Matters More Than Ever

No. 17: Foursquare Closes $33 Million Funding Round, Aiming to ‘Refine’ Its Products

No. 16: AT&T Unveils Xandr, Its Newly Rebranded Ad-Tech Unit

No. 15: iHeartMedia Is Acquiring an Ad-Tech Startup to Expand Programmatic Audio Advertising

No. 14: What a Decentralized Web Means for Digital Advertising

No. 13: Adobe Advertising Cloud Exec Who Brokered the TubeMogul Deal Is Leaving the Company

No. 12: How WPP’s Essence Uses Machine Learning to Improve Media Buying Results

No. 11: Martin Sorrell’s S4 Capital Acquires Programmatic Player MightyHive for $150 Million

No. 10: AppNexus Co-Founder Steps Down as CEO Following AT&T Acquisition

No. 9: Department of Justice Indicts 8 People in Massive Digital Ad-Fraud Scheme

No. 8: The Necessary Growing Pains of Programmatic Are Evident in Latest Cutbacks

No. 7: The Trade Desk Rolls Out Its Unified ID to Take on the Walled Gardens

No. 6: Post-Acquisition, AT&T Pulls AppNexus Participation From the Advertising ID Consortium

No. 5: YouTube Is Launching New Ad Formats and Ways to Measure Them

No. 4: Adobe’s $4.75 Billion Purchase of Marketo Will Boost Its Ability to Compete With Salesforce

No. 3: The Facebook Pixel Will Add a First-Party Cookie Option

No. 2: Blockchain Isn’t Just a Buzzword Anymore. How Advertisers Are Testing Its Applications

No. 1: An AI Tried to Write the Perfect Lexus Ad. Here’s a Scene-by-Scene Look at What It Was Thinking

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.