Data Wars

Ad Tech Insights

The Great Ad Tech Debate

The story: At AdMonsters PubForum Scottsdale, the buy and sell sides took center stage in a lively debate over data strategy dominance. Britt Begley , VP of Revenue Operations at TeamSnap , came out swinging for the sell side, highlighting how first-party data can power more personalized, user-focused ad experiences. “We focus on utilizing our first-party data to prioritize connecting our buyers and advertisers to our users at the right moment,” she explained.

On the flip side, Therran Oliphant , SVP of Ad Tech at Flashtalking by Mediaocean , spotlighted the buy side’s struggle with fragmented data. “There is a sprawl of data sets, and we must collect them from multiple places,” he emphasized. Oliphant argued that the lack of transparency from publishers has forced buyers to “Frankenstein” together tech stacks to make sense of the data.?

As the debate progressed, discussion hit big industry pain points -- privacy concerns, creative optimization, and leveraging first-party data. While audience identification and data distribution in a post-cookie world remain thorny issues, with both parties acknowledging these challenges, both parties also agreed that collaboration will be key.?

The debate ended in a draw, but one thing was clear: the battle for data strategy supremacy is far from over.?

The takeaway: The evolution of data strategies is no longer just about overcoming technological challenges -- it’s about redefining the relationships between buyers and sellers in a privacy-first world. The rise of first-party data on the sell side signals a need to rethink targeting strategies, as publishers gain more control over audience insights.?

For publishers, the buy side's struggle with fragmented data stacks is an opportunity to step up with solutions that prioritize transparency and interoperability. The future of ad tech won’t be shaped by one side “winning” but by finding collaborative ways to bridge these divides and create scalable, privacy-safe solutions.?

Read More

Extra Industry Insights

Ad revenue is predicted to exceed $1 trillion this year for the first time ever. Here’s what you should know:

• 群邑 , a division of ad giant WPP, forecasted in June that global ad spend would reach $1 trillion in 2025 -- an acceleration from an earlier estimate targeting 2026. However, their latest projection anticipates global ad spending will surpass $1 trillion by the end of 2024, a full year earlier than expected.?
• Global ad revenue is now expected to grow by 9.5% in 2024, up from the previously estimated 7.8%, driven by significant gains from major ad sellers such as Google, Meta Platforms, ByteDance, and Amazon. This marks a faster growth rate compared to 2023 when ad revenue increased by 8.4%.?
• Additionally, GroupM projects that U.S. ad revenue, excluding political advertising, will grow by 9% in 2024 and 7% in 2025.?

Apple is selling Apple News ads directly for the first time:?

• Apple is rolling out new ad units aimed at increasing revenue for itself and its publishing partners, with placements available in the Apple News feed and within individual stories. This shift to direct sales marks a significant step forward in Apple’s advertising ambitions.?
• Until now, Apple relied on third-party vendors to sell Apple News ads, limiting the revenue opportunities for both Apple and the thousands of publishers that provide content on the free version of the app.?
• Starting next year, Apple will offer premium sponsorships for editorially curated content tied to major events like the Met Gala and U.S. Open. Additionally, the Apple News team is introducing banner placements and video ads across 17 formats, including carousel ads showcasing multiple products.
• Publishers will receive 70% of the ad revenue sold by Apple within their articles, based on engagement. They will continue to keep 100% of the revenue from the ads they sell directly against their content in the app.

Kevel Catch-Up

PUBLISHED: Kevel Blog “Navigating the Future: Key Commerce Media Trends for 2025”?

The retail media landscape has grown increasingly competitive and success will hinge on leveraging diverse media types, robust performance metrics, and embracing new tech. In this Kevel blog, we explore the top trends shaping the future of retail media in 2025.?

Check out 2025’s biggest opportunities by reading our full blog here.?

WATCH

The digital advertising industry is poised for a strong 2025 as multiple economic indicators point toward growth, said Terence Kawaja , Founder & Chief Executive of investment bank LUMA Partners .

Watch Now

READ

Over the next 18 months, retail media investments will largely focus on building omnichannel capabilities to bridge the online and offline gap, according to a Grocery Doppio study.

Read Now

LISTEN

In this AdExchanger Talks episode, Digital Content Next CEO Jason Kint shares insights from inside the courtroom during closing arguments in US v. Google, ad tech antitrust edition. Plus: Kint noodles on potential remedies in the search antitrust case against Google. (Listening time: 49:23)

Listen Now