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When we began seeing the effects of the supply chain issues, the shortage impacted toilet paper and PPE. Now, it's impacting holiday shopping. One of the main problems we're experiencing right now is the buildup of cargo ships in the ports and the shortage of truck drivers. What does this mean for the advertising industry? Consumers and advertisers alike are trying to answer this question and figure out how this shortage will influence the holiday season.

The ad tech industry is in a state of constant innovation and reinvention with new systems, methods, and solutions emerging to address challenges. While the future is always going to be unknown, two key themes had the attention of attendants at this year's Programmatic I/O: 1) Cookies & First Party Data and 2) CTV. We've gathered some highlights below!

There are tons of great social platforms out there, but TikTok is rapidly on the rise. The platform truly is redefining the advertising industry because there's an emphasis on authenticity. Brands are still navigating this new platform and its potential for advertising, especially with the coveted Gen Z demographic advertisers are yearning to harness.

Some people pay for content. Most can't... or don't. Like it or not, ads pay for content. But real people ignore ads. On average, you were served 1,300 viewable ads yesterday. How many do you remember? Right. 78% of people say they ignore ads (and the other 22% are lying).