The perfect storm includes the U.S. presidential race, a chaotic news cycle, and ad dollars pulled forward by summer sports, leaving publishers anxious about ad spending.
Publishers are grappling with uncertainty as they expect a rally during the holiday rush; however, many are hesitant to forecast due to market fluctuations.
Q3 showed a strong performance, but open market programmatic ad sales slowed in Q4, raising questions on whether the holiday season will bail out struggling publishers.
While some online gaming publishers enjoyed strong Q3 results, overall ad spending in open auctions is declining, particularly on platforms like Google's ad exchange.
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