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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Adaptability in the Era of Continuous Change

The Fundamental Role of Audience Diversification in Media Monetisation

The Sun MD Ben Walmsley: In Digital Advertising Less is More

Who Really Benefits from “Consent or Pay”? An Uncomfortable Truth