Making Creator Headlines · Page 9
Ad Tech's Winning Screen Gets Bigger While the Open Web Checks Its Receipt
· New York time
An assessment of third-quarter ad technology results finds a widening divide: AppLovin surged while rivals struggled, and connected TV growth masked difficulties on the open web. The picture is less a single industry boom than a set of businesses moving at different speeds. That distinction matters to publishers and creators whose advertising prospects depend on where marketers choose to spend. Growth on television screens connected to the internet does not automatically mean the same conditions for sellers on the open web. The results give the advertising business a familiar puzzle. A headline number can look healthy while individual parts of the market face a much harder quarter. The living room screen gets to celebrate the industry's growth, while the open web is left asking whether anyone checked the rest of the spreadsheet.
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