Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
The advertising technology industry is undeniably hot. By one estimate, over $2.5 billion has been invested in nearly 200 companies spanning 24 categories. The upside to all this activity: innovation keeps coming. The advent of ad exchanges gave birth to demand-side platforms and data exchanges, giving rise to agency trading desks. But it’s also led to innumerable point solutions, like ad verification, tag management and dynamic ad creative. That gives rise to the downside of all this: it’s a complex, messy landscape that’s hard and expensive to navigate. As Google CEO Eric Schmidt said this week, “It’s still too complicated to get a campaign up. It’s just too hard.”
More in Media
Media Briefing: Publishers explore selling AI visibility know-how to brands
Publishers are seeing an opportunity to sell their AI citation playbooks as a product to brand clients, to monetize their GEO insights.
Creators eye Snapchat as a reliable income alternative to TikTok and YouTube
Figuring out the Snapchat formula has been very lucrative for creators looking for more consistent revenue on a less-saturated platform.
In Graphic Detail: Subscriptions are rising at big news publishers – even as traffic shrinks
Publishers are raising prices, pushing bundles and prioritizing retention to make subscriptions a steady business amid volatile traffic.