As the economy wobbles, advertisers and publishers at the top end of the market go more and more direct

Indeed, there are many premium publishers who still rely on ad tech vendors to make these deals happen - just fewer of them.Commercial execs from The Athletic and Minute Media are going after ad dollars directly, not via independent ad tech vendors.There aren't many in as gilded positions as The Athletic that can afford to cut out the ad tech middle men entirely."Currently, we are seeing more insertion orders sales (with guaranteed impressions, pre-rolls and products)," said Thomas Lue Lytzen, director of sales and ad tech at one of Denmark's biggest news publishers Ekstra Bladet.

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