Navigating the Shifting Landscape of Open Internet Advertising

This chapter delves into the implications of the growing demand for ad tech platforms over traditional incumbents like Google and meta, with a focus on Amazon and Walmart as major non-Google sources. The discussion explores the challenges publishers face in revenue diversification, the impact of buyer concentration in DSP auctions, and the dominance of walled gardens in the advertising world. Additionally, it touches on the complexities of bid stream congestion and the importance of advertisers aligning with DSPs to optimize ad placements.