RE: RE: Finncap's view of Magnite/SpotX5 Feb 2021 17:50
Is the adtech industry experiencing consolidation or growth?
It seems like many smaller companies pop up all the time.
As international digital markets grow, then more companies appear seeking to expand in the US, the largest digital market in the world; landing deals in the US can change a company’s future.
The bigger companies may 'acquire' elements split off from another, who acquired them from yet another, which then has a part-share and cash involvement which keeps them invested and keen for the sale to succeed, at least for a period.
The latest acquiring company may then have bolstered its own offering and also have a wider geographic footprint.
Either way it's certainly evolving.
New tools keep proliferating:
1. Programmatic
2. Header Bidding
3. Private market place proliferation (PMP).
4. Verification and media measurement
5. Brand/Native Studio , Agency and In-house.
6. Demand Path Optimisation (DPO)
7. Supply Path Optimisation (SPO)
There are thousands of companies and layers to the industry.