Digital marketing 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 , enabling them to recognise content across devices and websites . 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. Facebook and Google currently account for 20 % of all global spend on advertising .
Digital marketing 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 , enabling them to recognise content across devices and websites . Facebook and Google currently account for 20 % of all global spend on advertising .