The decreasing supply of addressable inventory will grow into a much greater problem when Google deprecates third-party cookies in Chrome next year. And just as the problem of duplicative inventory persists, so does the problem of signal loss as marketers lag in looking for alternatives.
“We’re in this stage of wandering through the desert. No one is crying loud enough to say we’re in the desert,” the second SSP executive said. “We don’t have an oasis unless we learn to build a well.”
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