Sign up for our daily briefing
Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Denver news in your inbox
Catch up on the most important stories affecting your hometown with Axios Denver
Des Moines news in your inbox
Catch up on the most important stories affecting your hometown with Axios Des Moines
Minneapolis-St. Paul news in your inbox
Catch up on the most important stories affecting your hometown with Axios Twin Cities
Tampa Bay news in your inbox
Catch up on the most important stories affecting your hometown with Axios Tampa Bay
Charlotte news in your inbox
Catch up on the most important stories affecting your hometown with Axios Charlotte
A Princeton study from earlier this year found that mainstream news websites use more third-party ad tech vendors than any other type of website: sports, shopping, adult, etc. Ad tech can slow down publisher sites if there are too many cookies dropped on a page, or if they're using certain techniques to capture data.
Going in-house: As a result, some mainstream news publishers are trying to reduce clutter by building their own proprietary ad tech to replace third-party vendors. Bloomberg and The Washington Post have have both been able to reduce page load times significantly by bringing ad tech in-house over the past few months.
News publishers and advertisers are both economically incentivized at this point to cut out the "middle men" in the digital advertising supply chain. Procter & Gamble Chief Brand officer Marc Pritchard told Axios last week he thinks only 40% of ad dollars make it to publishers after ads are done going through ad tech middle men.