The internet we know and love (or hate … or hate to love) is built on programmatic advertising. Ads subsidize consumers’ access to all kinds of content, from unboxing videos to recipe and travel blogs to local news. And for well over a decade, programmatic has supplied a critical revenue source on the open web, nourishing a vibrant tapestry of publishers and creators.

Now, a new era threatens the viability of open web publishers’ business models. And it goes deeper than genAI. That’s just one existential crisis stacked on top of several others: signal loss eroding addressability, regulatory intervention in the adtech vendor marketplace, and ad budget scrutiny amid macroeconomic whiplash, to name a few.

I’m excited to join Forrester as the B2C marketing team’s newest adtech analyst to help clients navigate it all. My first report will unpack how programmatic supply will evolve as the industry acclimates to this new era, and what publishers can do to prepare.

Beyond that, I’ll be covering all your favorite adtech topics, including brand safety, ad fraud, evolving power dynamics between buy- and sell-side intermediaries, and more. I’ll bring to bear my experience as an analyst at EMARKETER covering adtech, measurement, and regulation as well as my perspective as a former media planner and channel insights specialist.

If you’re a Forrester client, set up a guidance session with me today to discuss the current and future state of adtech.