{"page":"/blog/programmatic-advertising-strategy-2027","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Claim","Who and when","Source"],"rows":[["Guaranteed and fixed-price products wrapped in agents \"look more like ad networks of 2006\"","Jeff Green, CEO, The Trade Desk, Q2 2026 call, 6 Aug 2026","PPC Land, 7 Aug 2026"],["Far fewer supply-side platforms will survive","Michael Barrett, CEO, Magnite, July 2026","PPC Land, 2 Aug 2026"],["Neither agentic protocol runs at scale, and advertisers should not have to notice which one a platform uses","Jochen Schlosser, CTO, Adform, 23 Sep 2026","PPC Land, 24 Sep 2026"],["The remedies package scores 5 out of 10 for publishers","Seven publisher and sell-side executives surveyed by Digiday, Sep 2026","Digiday, 23 Sep 2026"],["Browser-level consent signals would cut EU advertiser revenue by €40 billion to €50 billion a year","Implement Consulting Group, study commissioned by Google, Mar 2026","PPC Land, 28 Jun 2026"],["AdX bids will not reach Prebid at scale before 2028","Our reading of the 12 to 15 month estimate plus an unentered judgment","None by design"]],"sourceUrls":[["https://ppc.land/trade-desk-faces-rivals-wrapping-guaranteed-deals-in-agentic-ai-at-1-fees/"],["https://ppc.land/magnite-ceo-caps-2027-agentic-ad-spend-near-700m-as-ai-cuts-contractor-tasks/"],["https://ppc.land/neither-of-ad-techs-two-ai-agent-protocols-runs-at-scale-adform-cto-says/"],["https://digiday.com/media/publishers-scorecard-on-googles-ad-tech-remedies-theyre-progress-but-far-from-a-clean-win/"],["https://ppc.land/eu-council-drops-cookie-signal-after-google-lobbying-eur-40-50-bn-at-stake/"],[]]}