From Signals to Stewardship: a Cloud Playbook for AdTech Transformation 

The digital advertising landscape is at a turning point. Long-standing silos between AdTech and MarTech are eroding, giving way to a new, integrated ecosystem rooted in first-party data and real-time responsiveness. Three converging forces are driving this shift: intensifying privacy regulations that turn consent into a core requirement, the end of third-party cookies that renders traditional ID-based targeting obsolete, and the growing need for systems capable of subsecond decisioning. Together, these changes are redefining how enterprise advertisers and ecosystem participants engage audiences, measure outcomes, and create value.

This Viewpoint examines the implications of these structural shifts across the AdTech ecosystem, from advertisers and platforms to supply-side partners. It outlines how cloud providers and hyperscalers are stepping in with alternative solutions, offering both compliance-friendly architectures and differentiated performance capabilities. This report also explores best practices, metrics to track, and key questions to pressure-test readiness and prioritize investments before providers in the ecosystem embark on AdTech transformation.