#identity-and-data
#identity-and-data

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Agencies are moving closer to supply, and it's reshaping the programmatic middle layer

Agencies and major buyers are moving toward controlling ad infrastructure, identity, and orchestration to gain transparency and reduce operational costs.

Marketing tech

fromDigiday

1 week ago

Why Amazon and YouTube pitched operating systems, not just TV inventory at this year's upfront

Upfront negotiations increasingly focus on ad infrastructure, identity, data, AI buying, measurement, and programmatic capabilities rather than only discounted bulk ad space.

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#identity-and-data#identity-and-data

Agencies are moving closer to supply, and it's reshaping the programmatic middle layer

Why Amazon and YouTube pitched operating systems, not just TV inventory at this year's upfront

#identity-and-data
#identity-and-data