Back in the early days of digital advertising, portals and ad networks stepped in where websites struggled.
They were able to aggregate sites and audiences to achieve much more scale, leading to better forecasting, larger audiences, pricing efficiencies and bigger buys.
Enter demand-side platforms (DSPs), which enable advertisers to buy, track, and serve ads from one centralized hub.
The downfall of portals and ad networks came from their lack of full control and transparency.
It has also been driven by a desire to streamline ad tech platform operations, boosting efficiency and transparency from vendors.
Ultimately, there will be small companies that will innovate for individual buyers and win some share.