Why licensing ad tech is becoming more popular

Advertising technology has seen a huge boom in recent years, with more than 40 billion transactions taking place throughout the ecosystem of DSPs, SSPs, ad networks, exchanges, and so on and so forth.

But even though its name indicates an actual piece of technology, ad tech has acted as more of a service than an actual developer of technology. And it makes sense, since it seems that businesses are just starting to be weaned off of advertising services being done for them, and taking advantage of more self-serve solutions that enable them to have more control over their ad spend, according to an article that appeared today in the Wall Street Journal.

Click here to read the article from the Wall Street Journal about the changing landscape of ad tech.