Digital advertising firms AppNexus, LiveRamp and MediaMath have formed an adtech consortium to create a “people-based” framework for programmatic media advertising. The network will challenge Facebook and Google’s dominance in the digital ad market, which has been dominated by Google since its inception. Facebook and Google currently account for 20% of all media spend on advertising.
Digital advertising firms AppNexus, LiveRamp and MediaMath have formed an adtech consortium to create a “people-based” framework for programmatic media advertising. The network will challenge Facebook and Google’s duopoly on the programmatic advertising industry by providing a standard identifier for advertisers, helping them to recognise consumers across devices and vendors. Facebook and Google currently account for 20% of all media spend on advertising.