Media Alliances vs. Curated Marketplaces: The Race to the Top

Alessandro De Zanche

Sep 18, 2024 — 2 min read

The digital advertising industry faces conflicting interests, leading to polarised perspectives on various topics, which slow down its progress and transformation. Media alliances and curated marketplaces are not an exception, both emerging as two of the most promising trends in the aftermath of the near-miss disappearance (for now) of the third-party cookie from Google Chrome, yet leading to different balances of power in the industry.

Let's examine two contrasting viewpoints on this development:

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Contextual Advertising: How to Drive Brand Safety and Suitability in Media Environments

Athletes and Sports Orgs as Media Brands

Escaping The Outrage Loop: How To Break Free From Programmatic Transparency Challenges | Adexchanger

The Coalition for Privacy Compliance in Advertising (CPCA) Explained