Execs at The Trade Desk continue to advocate for UID2 as a strategic move away from the 'open web' towards 'CTV' and 'retail media,' positioning themselves as industry leaders.
Criteo looks to adapt by focusing on retail media as a new identity, shifting from ad retargeting, while exploring ways to monetize third-party cookie dependence, as per Digiday.
Magnite and PubMatic also showcase advancements in CTV, retail media, and supply-path optimization (SPO), emphasizing longevity and key partnerships, like Disney, Klarna, and Roblox.
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