This week, several ad-tech firms reported their earnings, showing a brighter picture for the online economy compared with the losses social media and tech firms reported this quarter, according to financial analysts.
Ad-tech firms like The Trade Desk, Magnite, PubMatic and Criteo provide the tools for advertisers and publishers to buy and sell ad space. This lets ad-tech firms focus on the media verticals growing the fastest, like connected TV and retail media, which don’t have the same challenges as social media, such as rising competition from TikTok and mobile attribution challenges due to Apple’s privacy changes.
“If you don’t have CTV and retail media, you are disadvantaged,” said Shweta Khajuria, director of internet equity research at Evercore, noting that traditional ad-tech verticals like display are growing slower.
While the outlook of the economy is uncertain, these tech players appear more cushioned to…
