Programmatic advertisers are navigating a market on the brink of big change. As they await word from the US courts on the fate of Google’s ad tech business, Google prepares to hand consumers the reins on cookie deprecation. Meanwhile, curation and consolidation are already reshaping programmatic supply paths.

Key Question: What trends are driving programmatic budget allocations, and how are ad tech vendors responding?

Key Stat: More than 4 in 5 programmatic display ad dollars will transact via programmatic direct and private marketplaces (PMPs) this year and next, even when social networks are excluded from the analysis.