Back to the usual Friday format today, where we look at what’s happened across the B2B tech stack this week, with a special focus on data driven ad channels. It was a big week, the week impartiality left the building when it comes to first party data on ramps
Unlike recent weeks we were starved of our usual agency-versus-DSP punch-up this week. No earnings shocker, exactly. The story that matters happened on a quieter register, and most of the trade coverage filed it under M&A maths and agentic buzzwords. That framing misses the point.
For about a decade, the identity and onboarding layer underneath digital advertising has behaved like neutral infrastructure.
LiveRamp sat in the middle of the pipes. Everyone routed through it. The holdcos used it, the independents used it, in-house teams used it, and nobody had to ask whose side it was on, because the answer was nobody’s. That was the whole value of it, because any tech tasked with handling first party data is always going to carry spe…
