#ad-tech-unbundling

#ad-tech-unbundling

And, often, the value of this data increases when it's nested within a larger company. For example, Infillion acquired Catalina this week, as it plans to infuse its DSP. In some ways, the MediaMath DSP- Catalina data combo emulates Amazon, whose DSP is superpowered by its ecommerce sales data.

The digital advertising world is entering a reset. As privacy laws tighten, cookies vanish, and platform fees rise, companies are reclaiming control. Avenga's Pedro Carrascosa reveals why 2026 will be the year of the custom adtech renaissance - a shift toward building and owning adtech infrastructure. For more than a decade, we've all seen how big brands, publishers, and media companies have relied on big adtech vendors to power their digital advertising. And it worked, until it didn't.

Digiday attempted to gauge market engagement after the dust had settled, and backers have started to put in the hard yards. First, it's worth a recap of what exactly AdCP is - for some, it's an open-source bridge between today's programmatic infrastructure and the dawn of the agentic era - or, as Digiday's Tim Peterson phrased it, "openRTB for the agentic AI era" (see video below).

That cuts against the grain of ad tech, which has spent the better part of two decades engineering software to trap budgets, data and behavior inside proprietary dashboards. But Yahoo is making a different bet. Lower the friction to exit, and it also lowers the friction to enter. If that still sounds backwards, put it this way: Yahoo is recasting its DSP less as a place marketers go, and more as infrastructure their systems can plug into.