Amid uncertainty, ad tech mavens turn to startups
Uncertainty over the evolution of the ad tech sector has defined its public conversations in the 2020s, but amid talk of strategic pivots some of the sector’s leading names are turning to startups.
Sources tell Digiday that ad tech verification company DoubleVerify has invested $1 million in the Europe-based venture capital firm FirstParty Capital, which specializes in early-stage ad tech.
FirstParty Capital bills itself as an aid to the development of companies that want to build infrastructure, and further introduce automation to the ad tech and mar-tech sectors, as well as capitalize on the opportunities posed by emerging channels, such as CTV.
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Source:: Digiday
