How the Ad-Tech Supply Chain Is Being Compressed and Evolving

Under pressure to comply with privacy regulations and prove their programmatic ad buys are delivering value, marketers are looking to source ad inventory more directly--even as Google's rollout of Open Bidding threatens to frustrate that. Additionally, media spend via supply sources that use ads.txt-an IAB-led transparency initiative-increased by 45% year-over-year in Q4 2019, while spending...