The ad tech space is consolidating. Because of competitive pressure from companies like Google and Facebook, independent point solutions are being swept up into larger streamlined offerings that could compete with the tech giants in providing quality inventory at scale.
Even though you can find evidence of this trend in every corner of the ecosystem, it has come full force to the top among independent viewability and verification companies. In only a few months, Providence Equity Partners took a controlling interest in DoubleVerify, Oracle bought MOAT, and talk of Integral Ad Science selling has grown from a murmur to a rising crescendo.
There are companies who were founded to meed marketers’ growing demand for impartial confirmation that the inventory they purchase is brand safe, in view, and priced against verified human traffic and not bots.