Opinion

The programmatic advertising industry, long driven by a "more is more" mentality, is now shifting towards a focus on quality over quantity. Reports reveal that billions of dollars are wasted annually on low-quality advertising placements, prompting advertisers to seek more effective strategies. The rise of retail media networks (RMNs) and the impending demise of third-party cookies are driving this shift, offering brands access to premium ad placements and high-fidelity data for better targeting and measurement.