Addressability is back as a headline concern for attendees at this year’s Prebid Summit
Speakers decry 'UMPs' as the new ad networks, with talk far outweighing understanding.
Prebid Summit, a focused event tackling ad-tech issues, returned focus to addressability, a concern once sidelined in early 2020s. Apple's shift in plans for Chrome last year reignited discussions on the topic, as third-party cookies faced potential restrictions. The issue gained renewed attention following Apple's recent iOS 27 update, prompting dialogues on ad measurement limitations among tech and media professionals at the summit.
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