"ExchangeWire has been doing some bespoke sketches for the event - here, we focus on "the unbundling of ad tech". There have been numerous new ad tech startups in the signal, algorithmic, and infrastructure categories that have recently emerged, offering innovative capabilities that have often been bundled into bigger buying platforms. What we are seeing is a demarcation in ad tech specialism - not feature companies, but real specialists."
"This is not a broadside against DSPs. They have their place. Areas like signal and algorithm-based trading are exciting new fields - all made possible by the scaled infrastructure being built by companies like Index Exchange. We will be discussing the evolution of cloud computing and how ad tech's "AWS moment" is unlocking value and giving rise to new solutions in the ecosystem."
European ad tech is undergoing an unbundling of core supply-chain elements as specialist companies emerge across signal, algorithmic, and infrastructure categories. Numerous startups now offer focused capabilities that were previously bundled inside larger buying platforms. The market shows a demarcation toward real specialists rather than mere feature companies, while DSPs retain a continued role. Scaled infrastructure from providers like Index Exchange and an evolution toward cloud-style platforms are enabling algorithmic trading and signal aggregation, described as ad tech's 'AWS moment.' Notable entrants include Nodals, a publisher-data signal aggregator, and Bedrock Platform, an infrastructure layer. ATS London will feature these companies.
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