Ad Tech Failed the Middle Market. When Will We Learn?

Today’s major opportunity for ad tech is to replace the cookie and mobile identifiers, which is the goal of many investments. However, the majority of digital advertising dollars are going to Google, Facebook, and Amazon, who have captured the middle market. They offer premium supply, reliable services, and low entry barriers.

Independent ad tech has been excluded, but can still compete by serving the needs of large brands with huge budgets, talented teams, and rich data assets. To compete against the walled gardens, ad tech must offer reliability, economy, and performance to the middle market.

A new era of digital advertising is approaching, and independent ad tech needs to focus on the middle market to survive. They must provide reliable services, low entry barriers, and performance to compete against the walled gardens.