Discovery is shifting. Attention is scattered. And the sell side isn’t just supporting strategy—it is the strategy. Here’s what media owners need to know now, and the real moves to make next.
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The open web is made up of millions of independent apps, ad networks, mediation platforms, supply partners and demand partners, making it the natural next destination for advertisers.
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Google paused third-party cookie deprecation (again), but what is the real takeaway? It was never just about cookies. Keith Petri, CEO, Lockr by Viant, writes about why future-proof identity strategies matter more than ever.
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Today’s global organizations are facing a critical challenge: fragmented data and inconsistent taxonomies. This fragmentation hinders unified customer experiences, and more.
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Publishers aren’t celebrating the Google antitrust ruling. It just confirmed their reality. From floor pricing frustrations to platform lock-in, they’re done waiting for structural change. They're ready to reclaim control: one lever, one partner, one practice at a time.
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CIMM East was full of insights highlighting the complexities of media measurement’s future. From currency fragmentation to AI workflows and data transparency, here are six takeaways for the sell side to keep top of mind as the ground keeps shifting.
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Digital ad revenue in the U.S. hit an all-time high of $259 billion in 2024—a 15% year-over-year surge and the fastest pace of growth since 2021. But was is the outlook for 2025?
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From automating workflows to revolutionizing creative processes, AI is setting new standards across sectors. Identity and addressability is the newest frontier.
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Trump's tariffs caused economic chaos, even after the 90 days pause, but working through change and economic uncertainty is nothing new for publishers.
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The traditional boundaries between DSPs and SSPs are becoming increasingly blurred. Many companies are playing in both camps, serving both the demand and the supply side with equally robust offerings. Here are three key strategies that will enable them to ride the wave, rather than sink beneath it.
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