ADOTAS — The death of ad networks has long been foretold.
In a bleak advertising landscape, with brands and agencies looking to capture more dollars from their data by creating their own ad networks, third-party players might be the ones that will be either squeezed or shut out entirely. There are opportunities, whether the overseas market or a class of inventory called secondary premium, which is expected to be the highest-growth category in online media in the coming years.
Andy Monfried, CEO of Lotame, who spoke to me at a Digiday conference, said there are also opportunities for those who open up their technology. (The video, hosted by Youtube, keeps disappearing. If it’s not viewable, here’s the url.)