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.