The era of alliances and how it will shape the next two years in advertising

Opinion

Consolidation and strategic partnerships are redefining the future of advertising. PubMatic’s chief revenue officer explains why it matters.

The advertising and media landscape is undergoing a fundamental transition. What was once an ecosystem defined by fragmentation and fierce competition is rapidly evolving towards one shaped by consolidation, strategic partnerships and a laser focus on performance and efficiency. 

Advertisers are demanding transparency, accountability, and real outcomes. Buyers are streamlining their tech stacks by turning to partners who can deliver measurable impact, not just impressions.

Meanwhile, publishers are reconsidering how they commercialise inventory and who they partner with.

One of the most striking indicators of this shift is the rise in high-profile partnerships that would have seemed improbable just a few years ago.

From Netflix and TF1, to Disney and ITV, to the UK’s collaboration between ITV, Sky and Channel 4, once-fierce rivals are joining forces to improve scale and remain relevant to advertisers.

Beyond broadcasters, we’re seeing  advertisers assert more control over their tech stacks while independent agencies seize share from legacy models.

These alliances reflect a wider rebalancing of power in digital advertising, creating pathways that offer walled garden scale without compromising open market principles.

At least, in theory.

But depending on who controls the technology and audience data, some partners can be ‘more equal’ than others – turning collaboration into consolidation unless independent technology partners prevent the bigger fish from swallowing smaller fry.

What should buyers and publishers have front of mind as we move into this next phase?

Outcomes are the new baseline

Virtually every campaign, even those once defined purely as ‘branding’, now includes a performance element. This is especially true in growing channels like CTV and digital video.

Demand for demonstrable outcomes, from site visits to sales uplift, is rising across the board.

Publishers must offer more robust data packages, smarter targeting and measurable formats to remain relevant.

Collaboration is key to compete

We’re in an era where partnerships matter more than ever. Whether it’s broadcasters collaborating to capture new budgets or technology providers integrating to reduce friction, success depends on enhancing interoperability and creating scalable, value-driving ecosystems.

These coalitions aren’t just good PR, they’re necessary for growth.

Investors want more with less

Spending scrutiny is at an all-time high. Procurement teams are deeply involved, and marketers must justify every penny.

As such, buyers are re-examining their platforms, reducing the number of partners, and restructuring their supply chains for greater accountability.

For publishers and tech partners, this means heightened pressure to not only deliver results, but to do so efficiently and transparently.

Tech stack rationalisation is inevitable

Buyers are asking tough questions: Do we need this many platforms? Does every transaction require both a DSP and an SSP?

The market is shifting towards optimised workflows and simplified buying processes. By offering both direct and programmatic buying options through Activate, and unifying CTV, display, and mobile within a single infrastructure, we’re working to remove unnecessary complexity, reduce data loss, and maximise value across every transaction.  

AI will power the next leap forward

AI is already transforming our industry, from campaign optimisation and predictive bidding, to curation, segmentation and planning. However, its greatest impact will be in helping marketers navigate complexity and connect disparate signals across the open internet.

AI can help us stitch together browsing, purchasing and viewing behaviours in ways that were impractical (or impossible) before, offering a clear view of audiences and campaign effectiveness across channels and formats.

Looking ahead: what should we expect in the next 12–24 months?

• The open internet will increasingly position itself as a performance-driven alternative to the walled gardens, enabled by more sophisticated reporting, greater transparency and tighter supply chains.
   
• Retail media and CTV will become more mature and performance-focused.
   
• Cross-device and cross-platform measurement through clean rooms and multi-party secure data environments will become the norm, not the exception.
   
• AI will play a more central role, not just in automation or cost efficiencies, but in enabling faster insight, better decision-making and more intelligent media planning.
   
• And finally, whether through genuine consolidation or collaborative innovation, partnerships will become the default approach across broadcasters, tech companies and data providers alike.

In a world shaped by economic uncertainty and increased scrutiny, marketers must do more with less. That means media must work harder. But that doesn’t mean doing more for the sake of it, it means building faster, smarter, and more transparent solutions.

For publishers, this is an opportunity to reclaim budget lost to closed environments. For advertisers, it’s a chance to reach audiences with purpose and performance in equal measure.

Ultimately, consolidation and partnerships aren’t signs of decline: they’re signs of progress. They represent a maturing industry that understands its value and is aligning around what works.
 

Emma Newman is chief revenue officer, EMEA, at PubMatic