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With the introduction of metaverse, the traditional advertising business got once more disrupted. The newly created advertising technology more commonly known as adtech. Even though ad are expected to lower in 2023 than in previous year, the trend that advertising dollars are shifting from print and billboards to video, mobile, connected TV (CTV), and over-the-top channels. One of the smartest ways to play this shift is with cloud-based programmatic adtech stock PubMatic (PUBM). PubMatic is a sell-side provider, which simply means it helps publishers sell their digital display space. Aside from being focused on CTV, which is among the fastest-growing digital ad channels, PubMatic benefits from having designed and developed its cloud-based infrastructure. Not having to rely on a third party should lead to superior operating margins as revenue scales. On the other side of the aisle is The Trade Desk (TTD), which is a demand-side provider that helps advertisers create digital ad campaigns. Similar to PubMatic, The Trade Desk is seeing its biggest opportunity in CTV. Since CTV isn't dominated by a single entity, such as Alphabet with internet search, programmatic ad pricing tends to be highly competitive and enticing.
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