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I believe ad networks (that rely on third-party scripts and cookies) days are numbered thanks to adblocking. The only ads I see surviving long term are affiliate links, sponcered content and static native ads.

The problems with ad networks are too big to go on for very long. Poor user experience, Ad fraud, malware, the indiscriminate gathering and selling of user information. It's just a matter of time 'till everyone has a adblocker.

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Programmatic ads (i.e. Real-time auctions) aren't going anywhere. The old method of phone calls and handshakes to fill adspace is just so inefficient.

The ad networks are just waiting for premium content (eg ESPN) to go programmatic. The cable networks who own that content are slowly wearing down. Once those floodgates open there will be a whole new arms race.

I've always wondered when this would happen. If premium content went programmatic we would see a massive upending of the advertising status quo.

I'm not sure sponsored content is better.

I make no claims about what is ideal only what is likely to survive.

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