How the Ad-Tech Supply Chain Is Being Compressed and Evolving

Marketers want a leaner supply chain while maintaining addressability

a stack of purple boxes
Brands are looking for ad-tech efficiencies, but the process has been complicated by players like Google. Getty Images

Key insights:

Under pressure to comply with privacy regulations and prove their programmatic ad buys are delivering value, marketers are looking to source ad inventory more directly—even as Google’s rollout of Open Bidding threatens to frustrate that.

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