Digital advertising firms AppNexus, LiveRamp and MediaMath have formed an adtech consortium to create a “people-based” framework for programmatic media advertising. An adtech consortium including AppNexus, LiveRamp and MediaMath has today (May 4) been launched, which claims it will help advertisers better target users across screens using programmatic media buying technologies, a move that is likely to rival the digital duopoly of Facebook and Google. 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 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.