Ad tech’s week on Wall Street underscores critical industry challenges

The leading lights of publicly listed, independent ad tech companies issued their latest quarterly earnings reports this week, with the cratering DoubleVerify’s stock price the clear highlight/lowlight of proceedings.

Amidst the earnings reports, the prolonged fate of the third-party cookie remained a significant question mark. Every attentive analyst was concerned about the potential impact on each company’s ability to sustain its respective business models.

The revenue numbers disclosed indicated that some are faring better than others in the industry’s current existential crisis, but overall, all were net-positive. What they did verify is that The Trade Desk continues to be the leader of this sub-sector. Execs there continue to trumpet its UID2 as a vehicle for its path ahead — or “Wall Street narrative” — away from championing the “open web” toward one where “CTV” and “retail media” are used to woo investors.

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