Several new ad networks emerged in 2024, signaling widespread recognition among brands of the revenue potential in advertising, although the rate of new launches may be slowing.
Jim Misener suggests we may not have reached peak ad networks. Instead, the market is moving towards consolidation and specialization, with some networks likely to exit or merge.
Insights from agency executives indicate an expectation for continued ad network launches in 2025, focusing on which networks will be appealing to advertisers.
The future could see larger players like Amazon and Walmart dominating ad networks due to their first-party data, while niche networks may flourish.
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