What’s Next in the Ad-Tech Vendor Tussle?

Programmatic experts explain the focus shift to identity and supply chain optimization


Buyers and sellers are constantly looking for ways to improve the efficiency of programmatic supply paths. Ana Milicevic, principal of Sparrow Advisers, Lisa Arnold, vice president of programmatic strategy at Dentsu, and Greg Watkins, founder of AllHipHop.com, sat down with Adweek during our NexTech Summit to discuss the state of the programmatic landscape and what changes are on the horizon.

Optimizing the supply path

According to Arnold, in 2023 and beyond, advertisers should focus on supply chain optimization.

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