The advertising landscape is evolving as SSPs and DSPs are packaging first-party data for private marketplace deals, aiming to enhance quality but leaving some buyers and publishers unsatisfied.
Despite SSPs' claims of strong publisher relationships, many in the publishing sphere remain unimpressed with ad rates, expressing concerns that this arrangement could diminish their inventory's reputation.
As buyer and publisher dissatisfaction grows, the industry is beginning to resemble ad networks, where intermediaries complicate direct relationships, raising further concerns about quality and pricing.
Predictions for 2025 indicate increasing legislation on a state level regarding advertising, and a potential new federal agency to oversee AI regulations, reflecting the complexities of the current ad environment.
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