News Summary

• Publicis Groupe’s planned acquisition of LiveRamp has renewed attention on a broader shift underway across advertising.
• Digiday sources theorize that developments in early 2026 represent a redesign of the industry's programmatic middle layer.
• DSPs and SSPs have increasingly encroached on each other's patch, with sources pointing to The Trade Desk's OpenPath and the launches of Magnite's ClearLine and PubMatic's Activate.
• Large buyers themselves are exploring ways to move closer to media supply to gain more control over the economics and data flows.