Global marketers move to consolidate ad server rosters amid wider adtech concentration

Two years ago the average global advertiser would have paid four or five ad serving companies now they’re more likely to work with three, consolidating their spend into fewer businesses in order to curb costs and exert more control over their media.
It’s the standout finding from a study of 30 companies - spending a total of more than $30bn on media globally – that the World Federation of Advertisers (WFA) and Ebiquity conducted this year. From agency rosters to internal expert