Now is the time to optimize programmatic supply paths. Consolidation among ad tech players could lead to greater transparency and efficiencies in the programmatic marketplace. Advertisers can implement supply path optimization (SPO) initiatives to further reduce friction in programmatic purchasing and to account for every ad dollar.

Google's Chrome wasn't the first browser to put the kibosh on third-party cookies. Phil Acton, country manager for the UK, Benelux, and France at end-to-end programmatic platform Adform, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how the company has been testing cookieless targeting with publishers in Europe, where Apple's Safari and Mozilla's Firefox have significant market share, as well as the importance of supply path optimization (SPO).

Retailers take multiple approaches to inventory as supply chain woes wear on: Companies like Utz and DSW are cutting down on SKUs while Walmart and Target are stocking up early.

Brands and retailers are adopting new technologies as they pursue supply chain optimization: Kraft Heinz, UPS, and Amazon are looking to AI, the cloud, and other tools to streamline operations.

For years, advertisers and their partners have complained about a lack of transparency in programmatic transactions, leaving them open to a number of problems including outright fraud. Jeremy Steinberg, global head of ecosystem at MediaMath, joins host Nicole Perrin to discuss why accountability is still a challenge and how the supply chain can come together to create better, more mature programmatic markets.

That’s because data-driven insights are constrained by what’s being measured, and optimizations primarily extract value rather than create value.

Addressable ad inventory, however, has been in short supply. New sources of addressable ad supply, including national TV inventory and potentially CTV, are being explored and tested. This section provides an addressable TV spending outlook and a current view of where things stand with testing the new addressable solutions. Current Addressable Spend Outlook.