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

Marketers want a leaner supply chain while maintaining addressability

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.

Additionally, media spend via supply sources that use ads.txt–an IAB-led transparency initiative–increased by 45% year-over-year in Q4 2019, while spending on less trusted sources, typically called “unauthorized resellers,” decreased significantly.

These are some of the key findings in separate reports recently from BidSwitch, a company that builds the infrastructure of much of the ad-tech ecosystem, and Jounce Media, which just released its latest benchmarking report.

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