Thought Leadership
How the Department of Justice’s proposed remedies in the landmark Google antitrust case could reshape digital advertising by forcing transparency, interoperability, or even a breakup of Google’s ad tech stack. The piece explores the broader implications for publishers, advertisers, and the sustainability of the open web as the court weighs structural versus behavioral reforms
DownloadThe Trade Desk just unveiled “Audience Unlimited,” a sweeping overhaul of its data marketplace that promises to make third-party data simpler, smarter, and more accessible. Backed by AI scoring and new “Koa Adaptive Trading Modes,” it’s being sold as a breakthrough in efficiency and transparency. But beneath the buzzwords lies a deeper play, one that could redefine who really controls the flow of data, dollars, and decision-making in digital advertising.
DownloadProgrammatic advertising has long justified its existence through complexity, but AI exposes that complexity as unnecessary. At its core, programmatic is simply a negotiation between a publisher’s opportunity and a buyer’s price. Autonomous AI agents can now define, evaluate, and decide on those transactions directly, eliminating the need for centralized auctions and many intermediaries. As a result, the auction layer, once essential for price discovery, is the first to break. What remains are the durable, unglamorous layers: billing, settlement, verification, and enforcement. Programmatic doesn’t disappear; it unbundles. The future favors simplification and challenges any business model built on friction.
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