Over the years, many types of players have emerged in the programmatic world, and many have evolved, going beyond the boundaries of classic definitions (if such even exist). Let’s take a look at the current role of ad networks in the traditional sense of the word – companies which represent publishers and bring together inventory, seeking the best match between supply and demand. For quite a while, ad networks did the job. In fact, that’s still a name that many people use as a collective term for all sorts of similar platforms. Lately, however, there seems to be a decline in the desired…
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