"Each year, our most-read stories offer a snapshot of where the programmatic industry is at this moment. This year, programmatic companies faced tough decisions about privacy, awkward acquisitions and the cookie die-off that never quite happened. Programmatic is an industry that's long past its youthful growth spurt and immaturity. Now it's dealing with the discomfort of regulation and attention from lawmakers."
"The Trade Desk .... made an acquisition. TTD reversed its historically un-acquisitive approach this year and bought Sincera, known for gathering advertising metadata to stamp out fraud and help advertisers improve their decision-making. In the months since, Sincera's co-founder Mike O'Sullivan has become a public-facing decision-maker and representative for the DSP, and Sincera's tech has woven itself into the Trade Desk's seller strategy."
Annual most-read stories reveal the programmatic industry's state. Programmatic companies confronted privacy choices, awkward acquisitions, and an anticipated cookie die-off that did not materialize. The industry has matured beyond its early rapid growth and now faces regulatory scrutiny and attention from lawmakers. Connected TV experienced programmatic transformation, presenting opportunities for programmatic-native firms and streamers to use data and automation to increase subscriber revenue. Top stories highlighted programmatic growing pains, CTV's evolution, and continued close scrutiny of The Trade Desk. The Trade Desk acquired Sincera to leverage advertising metadata for fraud reduction and improved advertiser decision-making, and it integrated Sincera's team and technology into its seller strategy.
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