In this ATS London 2021 panel, Adam Ray, 59A; Ben Putley, Alkimi Exchange; Lisa Menaldo, The Advisory Collective; and Natasha Whitfield-Niven, consultant & advisor, outline the MadTech Middleware layer of the advertising and marketing industry, and how this sub-sector is set to grow in the shift from identity-driven to privacy-first. Moderated by Ciaran O'Kane, ExchangeWire.