"One of the first conclusions we had was, 'We're not big enough to make it appealing enough for the market to adopt,'" said Stefan Havik, emphasizing the need for scale to compete with Big Tech.
Stefan Havik noted that the introduction of Google's Unified Pricing Rules was "the last drop" that compelled DPG Media to seize back control from platforms with less transparency.
DPG Media's strategy reveals a pivot away from reliance on programmatic advertising in favor of building in-house technology and making targeted acquisitions for growth.
The decision to halt open market in-app ads stems from concerns over ad quality and data privacy regulations, prompting DPG to develop its own ad management solutions.
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