The Coronavirus Crisis Has Torn Open the Pandora’s Box of Ad Tech

Hope still springs eternal—for those who can weather the initial pain

Ad tech was already struggling with third-party cookies soon being gone before the coronavirus hit. Getty Images

The economic impact of the coronavirus crisis on the advertising industry has laid bare the ugly truth of ad tech: that many in the ad-tech ecosystem were media resellers, despite positioning themselves as tech companies. We all know why this is: Tech is bankable—media not so much.

@ronan_shields ronan.shields@adweek.com Ronan Shields is Adweek's programmatic editor.