The Rise of the Independents
Power Shifting From Big Tech to the Open WebNew Research from Equativ & ExchangeWire
This report, produced by ExchangeWire in association with Equativ, was produced to examine the key drivers behind ad server selection across Europe and how prominent industry trends, such as the deprecation of third-party cookies, upcoming privacy-focused legislation, and antitrust examinations into big tech colossi, are affecting publishers’ choice of partner.
As detailed within the report, the findings reveal a significant shift in power is occurring, with the impetus shifting away from the big tech giants, towards publishers and their emergent independent technology providers.
Privacy is increasingly at the forefront of publisher mindsets, while scaled publishers are highly concerned about business practices and legal compliance, and are looking to experiment with different providers in 2022-2023.
Power belongs to the Open Web, and it is time to take it back. Our mission is to make that happen while promoting a more independent and interoperable ad tech ecosystem. We are thrilled with the results from this survey, which shows that publishers are considering new factors linked to privacy, antitrust, and alignment of interests when selecting their technology partners.
In addition to thought leadership and practical articles, we deliver opinions and insights on this dynamic industry.
Smart and New Frontier Data Partner to Provide Advertisers Access to 160M+ US Cannabis Consumer Profiles
Smart and New Frontier Data Partner to Provide Advertisers Access to 160M+ US Cannabis Consumer
Power Shifting From Big Tech to the Open Web: New Research from Smart & ExchangeWire