Identity Resolution, Supply Path Optimization and Header Bidding Will Shake Up Programmatic Ad Spending in 2020

From consolidation to growing regulation to the uncertain future of the third-party cookie, the digital advertising industry faced a number of headwinds in 2019. However, each of those challenges has provided an opportunity for innovation and growth. As we approach the end of the decade, these are three key trends that will have the biggest impact on the programmatic ecosystem.