Jessica Goodfellow
Jan 13, 2020

Behind the beast: How adtech grew in the past decade

Programmatic has underpinned the rapid growth of the digital ad industry...but it has also become a "monster that is hard to reverse".

Within the marketing services industry, adtech has perhaps experienced the most monumental changes over the past decade. 

Some of the changes have been positive. Programmatic has offered a new revenue stream to struggling publishers navigating away from print, broadcasters from cable, radio from analogue, and to a lesser but growing extent, OOH providers from static to programmatic digitaladdressable. The ease and cost efficiency of delivering programmatic advertising in many ways levels the playing...

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