What is Ozone and what does it do?

Ozone is a UK publisher alliance pooling ad inventory and data to bypass programmatic middlemen and retain more revenue.

Are programmatic intermediaries really 'corrosive'?

Danny Spears says yes—they siphon publisher cash via margin tricks. Results vary, but many pubs agree the chain's leaky.

Will Ozone expand successfully to the US?

Tough market, but they're trying. Success hinges on data use amid signal loss—watch for partnerships.

🎯 Programmatic & RTB

Publishers Pool Forces to Starve Out Programmatic's Greedy Middlemen

UK publishers just lost 52% of their Google search referrals since AI took over—now they're fighting back against programmatic vampires. Danny Spears of Ozone says enough.

AdTech Beat Apr 11, 2026 3 min read

Danny Spears of Ozone speaking on publishers fighting programmatic middlemen

⚡ Key Takeaways

Publishers face a 'perfect storm' of traffic loss, signal deprecation, and cautious marketer spends driving them to alliances like Ozone. 𝕏
Ozone targets 'corrosive intermediaries' by pooling premium inventory, aiming to reclaim value in the broken programmatic chain. 𝕏
Examples like Daily Mail's premiumization and Our Media's Apple News pivot show pubs adapting distribution to fight back. 𝕏

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AdTech Beat

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#ad intermediaries #ozone alliance #programmatic supply chain #publisher revenue

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Originally reported by AdExchanger

⚡ Key Takeaways

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