For years, 'the open internet has lagged the overall digital advertising market,' said Khajuria, adding that part of the reason for this lag is consolidation in the ad marketplace, a natural result of industry maturation.
Still, she noted, programmatic platforms must do a better job of differentiating themselves if they want a bigger slice of the (slowly) growing open-internet pie.
Right now, the demand side is more consolidated than the still rather crowded sell side, Khajuria said, pointing to The Trade Desk, Amazon and Google as the three dominant ad buying platforms.
Nevertheless, consolidation is still happening. Which would explain why programmatic platforms keep trying to disintermediate each other.
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