• The MadTech Sketch: DSP vs SSP: When Two Tribes Go To War

    In this week’s Madtech Sketch, Ciarán O'Kane outlines a looming battle between SSPs and DSPs. There was a lot of drama around the first anniversary of The Trade Desk’s (TTD) supply path optimisation (SPO) product, OpenPath. OpenPath has been positioned as [...]

  • The MadTech Sketch: Dissecting the Pmax Sausage

    The MadTech Sketch is back, and this time Ciarán O’Kane has turned his attention to Google’s Performance Max. The use of “AI” in digital ad buying has moved up a few gears of late. Google is leading the charge with its [...]

  • The MadTech Sketch: Welcome to the No Data Zone

    On today's MadTech Sketch, Ciaran O'Kane maps out the concept of the No Data Zone, or NDZ, and what it means for the ad tech ecosystem. Ad tech will have you believe that programmatic is putting the right message in front [...]

  • Commerce Media: The Anatomy Of a Utility Publisher

    Following on from last week’s MadTechSketch, Ciaran O’Kane dives a little bit deeper on the “utility publishers” category that is becoming a mainstay of commerce media. Typically a utility publisher is a service not reliant on advertising as the primary revenue [...]

  • The MadTech Sketch: an Overview of Commerce Media Ad Tech & Demand

    In this week's MadTech Sketch, Ciarán O'Kane outlines the complexity of the Commerce Media ad ecosystem and gives an overview of the demand underpinning this media segment.   The Commerce Media ad ecosystem is complex. From attribution to native ad platforms to clean [...]

  • The MadTech Sketch: The (Addressabilty) Revolution Could Be Tokenised

    In our latest MadTech Sketch, Ciarán O’Kane imagines how TrustPID might work and the inevitable problems it will face. Many have tried; most have failed. Telcos have an exceptionally bad track record in ad tech.  From AT&T to Singtel to Verizon, [...]

  • What if Google becomes a demand-side only business?

    Ciaran O'Kane's latest MadTech Sketch looks at three 'what if' scenarios in the event of Google being forced into a sell-side ad tech/ad network spin-off. Much has been written about the DOJ suing Google over anti-competitive activity in the ad tech [...]

  • How AI Evolves Programmatic Creative and Execution

    In this week's MadTech Sketch, Ciarán O'Kane turns his attention to AI, and how new tech can evolve programmatic creative and aid campaign execution. Much has been written about the magic capabilities of ChatGPT since it was released into the wild [...]

  • Navigating the European Privacy Moat

    In the latest MadTech Sketch, Ciaran O’Kane looks at the implications of the latest privacy rulings in the EU, and maps out the privacy options for the open web and walled gardens. The recent DPC ruling against Meta has serious implications [...]

  • Clean Rooms Uncovered: Breaking Down the Data Stack

    In our latest Sketch, Ciaran O'Kane looks at data clean rooms, and draws out the six key areas of ad tech relevance for the technology. Much has been written over the past weeks about the entrance of Snowflake and Amazon into [...]