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In the ever-evolving world of programmatic, QPS (Queries Per Second) is a fundamental metric that underpins the entire ecosystem. But what exactly does QPS mean, and why is it so critical?

Ad networks face a broad range of challenges in 2025 as they grapple with privacy concerns, regulatory issues and a $50bn ad fraud threat. But the opportunities presented by new technology, contextual targeting and growth potential in emerging markets offer the promise of a bright future for those with the ability to evolve.

Driven by data, programmatic advertising exploded in popularity thanks to its ability to drive performance. Subsequently, the programmatic ecosystem has grown at pace - both in size and complexity. For ad networks (or any other part of the programmatic ecosystem) that has led to certain problems: how to provide a fantastic service to clients at a decent price; how to develop the necessary technology; how to stay ahead of regulatory developments; how to provide incremental revenue for customers. These are important concerns, and the truth is that for many ad networks out there, the barriers to success on many of these fronts are very high.

Ad networks have been part of the digital advertising scene for decades, but they have continually evolved to remain relevant. In today’s world of programmatic advertising, ad networks are still critical for marketers on both the demand and supply sides.

It has been four years since Google announced their original intention to phase out third-party cookies. And it has been a few months since, in July, they ultimately backtracked on the decision.

Ad networks are the great survivors of the digital marketing industry. In the late ‘90s, when the digital advertising landscape was fragmented, with countless websites offering ad space but no efficient way for advertisers to reach them at scale, ad networks plugged the gap by aggregating inventory from multiple publishers and selling it to advertisers, often at discounted rates.

The deprecation of third-party cookies has sent ongoing shockwaves through the advertising industry for several years now. It is forcing a rethink of how we approach audience targeting.

Programmatic advertising has revolutionised the digital advertising landscape by automating the buying and selling of ad space. Publishers can leverage various demand integrations to optimise their ad revenue. Here’s a detailed look at different types of demand integrations and their benefits for publishers.

Publishers, are you looking to maximise your revenue from web and app audiences? If so, programmatic advertising via Limelight could be the answer. This automated process connects advertisers to your inventory in real-time, making it a win-win for everyone involved. Let's explore how it works and why you should hop on board.