1、The Rise of the Independents:European Ad Server Research 2022Mat Broughton Senior Editor,ExchangeWirePublished May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any informati

2、on storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withIn association with:Published May 2022.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechan

3、ical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|ContentsExecutive summary 3Key fjndings 4Market highlights 5Section I:Ad server selection 6Current use of ad server 7Factors for ad serv

4、er selection 10Reasons against switching to a new ad server 12Section II:Impact of industry trends 13Impact of privacy-mandated changes on choice of ad server 14Awareness of industry trends 16Impact of industry trends 17Acknowledgements 20Sample&Methodology 20About Equativ 20About ExchangeWire 20“Wh

5、oever expects a tailored product from Google for your respective business model simply doesnt know how Google works.If you manage to work with Google to your advantage youre good to go.”Hannes Modes CTO at QuarterMedia2/20In association with:Published May 2022.All rights reserved.No part of this pub

6、lication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Executive summaryThe digital advertising indus