1、P UR SU I NG A N E W NOR T H S TA R F OR P ROGR AM M AT IC A D T EC HTHE SUPPLY CHAIN OF THE FUTURE THE NEW PROGRAMMATIC SUPPLY CHAINTHE VALUE OF INDEPENDENT AD TECHTHE NEXT FRONTIER 2023 PUBMATIC,INC.ALL RIGHTS RESERVEDTHE SUPPLY CHAIN OF THE FUTURE /2Todays programmatic landscape is beset by a num

2、ber of pressures thattaken togetherdemand a new lens through which to evaluate how our industry buys and sells digital inventory.The forces at play are many and varied,from global economic pressures and emerging privacy regulations to the push for greater control of media budgets and performance mea

3、surement.Given the cumulative effect of these pressures on advertising and media,its time for our industry to transform.The enablement layer of our industry,which has come so far in the past two decades,needs a new North Star by which to chart its course.Programmatic isnt just about infrastructure a

4、nd efficiency anymore.Its about creating value.Accordingly,the components that sit between buyers and sellers must become more integrated and more value-based on both sides of the equation.The Lumascape is rife with acronyms and supply chain categories,but not every customer needs every component in

5、 every situation.They should have control over which tech layers they employ and which partners they work with in any given initiative.Above all,the supply chain of the future must provide for the independence,interoperability,control,choice,and transparency that both buyers and sellers require.At P

6、ubMatic,were committed to establishing this new North Star for the betterment of our entire industry.In this whitepaper,we explore why the industry is ready for its next evolutionand exactly where we think that evolution needs to go.We will provide clarity around three areas:INTRODUCTION 2023 PUBMAT