Here’s What We Learned From Ad Tech’s End-of-Year Health Check

Reflections on The Trade Desk, Rubicon Project, LiveRamp, Criteo and Telaria’s latest earnings

ad tech
A number of factors offset opportunities such as CTV and the decline of the traditional holding company model. Getty Images

Independent ad tech has gone through a rough couple of years compared to the beginning of the decade, when investors—prompted by marketers’ seemingly insatiable desire for data-led solutions to justify their ad spend—were more willing to place bets on startups promising they’d be “the next Google.” As the 2010s rolled on, that narrative didn’t play out.

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