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This episode explores the fundamental shift from efficiency to dominance in digital advertising. Ian shares why the traditional ad tech model is at a crossroads, with many players facing margin squeeze or consolidation, while a few with true differentiation may thrive. You’ll discover how the biggest platforms - from Google to Amazon - are the real gatekeepers not only selling vast quantities of media but also controlling the pipes.
We also debate:
The real drivers behind the market’s skepticism with ad-tech stocks, referencing TTD
How AI could overturn ad tech economics and bring true efficiency back to media buying
The risks of consolidation, with parallels to the Standard Oil case and the implications for publishers and brands
Why agencies’ opaque rebates and kickbacks threaten the integrity of ad buying and how transparency and proprietary solutions are the future
What premium publishers must do to protect their value amidst a landscape where power consolidates in the hands of the few
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