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