Publishers want more control over programmatic. Some are finally making it happen

Publishers taking charge of programmatic has always been a mirage — enticing but elusive. In 2025, though, that mirage feels a little closer, a little more real.

While full control may still be a long shot, a growing number of publishers are starting to take a firmer grip on the programmatic reins — if they’re willing to confront a hard truth: Sometimes, the problem isn’t the system but themselves.

For too long, publishers assumed they were powerless to fix programmatic’s deep flaws. Instead, they leaned on ad tech vendors to mend a broken system.

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