The ad tech industry is great at creating new buzzwords, but less successful at defining them.
Take curation: Every major ad tech platform claims to do it, but there are conflicting definitions of what it is or how it works.
The programmatic advertising landscape has evolved significantly since its inception, introducing new complexities and challenges for both buyers and sellers.
Back in 2016, Apple introduced search ads for the first time. Since then, it has transformed this new source of revenue into a growth strategy. As a result, today, the ad tech industry is no longer a titans’ dual between Google and Meta. Apple is also taking a prominent position.
