"The digital advertising ecosystem is in a constant state of flux,"
"Survival requires constant reassessment and often reinvention from all stakeholders. In putting this year's report together, we can see that ad networks are changing for the better. A previous obsession with volume is being replaced by a quest for quality - curated inventory, cleaner supply paths, fewer intermediaries and better outcomes, which is good news for everyone. Ad networks are becoming more confident and independent, and ultimately, that will be their key competitive advantage."
Ad networks are moving away from aggregation and volume toward curation, prioritizing quality inventory, relevance, transparency, and advanced targeting. Data analysis, contextual insights, and audience segmentation have become critical assets for delivering better outcomes. Evolving privacy regulations, opaque supply paths, and low-quality traffic are major challenges that require cleaner supply chains and fewer intermediaries. Emphasis on supply-path transparency, curated inventory, and sophisticated targeting improves advertiser confidence and campaign performance. Networks that focus on quality, transparency, and independence are positioned to gain competitive advantage in the changing programmatic advertising ecosystem.
Read at Exchangewire
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