The Trade Desk has won the battle for supremacy on the open internet, says Needham & Company’s Laura Martin. But it might just be losing the war for the future of the web to walled gardens and AI search.
Some accuse The Trade Desk of becoming a walled garden; short form video clips are the only way to go viral; and a new startup touts “micro-dramas.”
For at least a year, Adalytics has observed creator accounts on YouTube eluding the platform’s IP and rights monitoring tech to distribute movies, shows and live sports that should be exclusive to streaming or cable subscriptions.
The past two decades have left publishers struggling to effectively compete with “easy buttons” from tech giants and UGC behemoths. The ad tech industry must proactively support publishers with solutions tailored to their needs.
Magnite’s SpringServe deal illustrates why SSPs need a video ad server; Google grapples with AI search’s impact on publisher traffic; and Anthropic’s AI assistant is a law enforcement snitch.
The open web is dead; long live the open web. It’s healthy; it’s full of opportunity; it’s doomed; it’s a mess. Also, what even is the open web, and do consumers care about the definition?
Despite programmatic tech adoption, this world of three-letter acronyms is as foreign to some digital marketers as reading a medical journal.
Based on the way advertisers deal with publishers, you’d think they were sworn enemies. Our failure to prioritize collaboration on the open web and build a positive value chain has been our collective downfall.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
Mediaocean just spent $500 million to merge Innovid with Flashtalking and create an antidote to what it sees as the bias of walled garden buying platforms. (Ahem, Google.)
