Episode 18: Chris Kane's Mission to Kill Bad Supply
Marketecture: Get Smart. Fast.
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The State of the Open Internet Market
More than 60% of Open Internet ad spend will be controlled by just three companies, Google, Amazon, and the trade desk. This is just the natural direction of change on the buy side of the market because buyers are incentivized to concentrate their spend. And so you've got a few dozen DSPs that make up the other 40%. Some of them will be winners. But the buy side is already concentrated as going continue to be more and more concentrated.
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