Independent ad tech is getting a boost as it scrambles to find a new way to monetize the open web.
Index Exchange, one of the most widely used supply-side platforms, has joined Prebid, a coalition of ad-tech companies that standardizes programmatic monetization.
With third-party cookies on the decline, the digital advertising industry is searching for a new way to track and monetize users on the open web, otherwise they fear steeper competition from walled gardens, especially Google and Facebook.
“The industry has very little time to solve for what’s to come after the third-party cookie, and we know collaboration is going to be an essential element of our path forward,” Mike O’Sullivan, vp of product at Index Exchange, said in a statement.
Index
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