The Coronavirus Crisis Has Torn Open the Pandora’s Box of Ad Tech

Hope still springs eternal—for those who can weather the initial pain

Ad tech was already struggling with third-party cookies soon being gone before the coronavirus hit. Getty Images

Key insights:

The economic impact of the coronavirus crisis on the advertising industry has laid bare the ugly truth of ad tech: that many in the ad-tech ecosystem were media resellers, despite positioning themselves as tech companies. We all know why this is: Tech is bankable—media not so much.

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.