Ok, folks. You think digital is a challenge today? The trend is heading toward something even greater.

First, Bloomberg is removing open-market programmatic ads from its site and mobile app in January. Additionally, it will discontinue off-site lure engines like Taboola. Bloomberg alone doesn’t command enough volume to change how display and native are bought and sold but this could start a trend that lifts programmatic costs and decreases programmatic inventory. Finally, the publishers are wising up.

Second, consumers are spending a decreasing time with ad-supported media. Buoyed by bad ad experiences from CTV and the rise of alternatives, the idea of putting up with random and often redundant ads is an annoyance consumers aren’t accepting as readily.

Digital is Going to Get More Difficult