Challenges and Shifts in Open Web Programmatic Advertising

Exploring discrepancies in MFA data reports, this chapter delves into the challenges faced by open web programmatic advertising, from a perceived decline to the impact of premium environments and issues for news publishers. It reflects on the complexities of reducing open web supply, the dominance of top publishers, and the evolving revenue struggles for ad-supported publishers due to changing consumer behaviors towards walled gardens. Additionally, the discussion extends to the changing dynamics of advertising, emphasizing the growing importance of CTV, retail media, and the rise of commerce media networks over traditional ad tech companies.