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

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.

Heightened public awareness of privacy has resulted in regulations that have effectively hamstrung companies and their targeting capabilities, and marketers are growing increasingly wise to the smoke-and-mirror tactics of ad tech.

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