What would a healthy marketplace in digital advertising require?

A healthy marketplace in digital advertising requires high liquidity. This means there is a plentiful supply of inventory available for advertisers to purchase, combined with a robust demand from buyers. High liquidity facilitates quick transactions and allows advertisers to acquire impressions at competitive prices. It enables a dynamic environment where supply and demand can more easily match, leading to improved chances for advertisers to meet their campaign objectives and for publishers to maximize their revenue.

In a highly liquid market, advertisers can more easily experiment with different strategies, targeting options, and ad formats without the fear of limited availability. It also encourages competition among buyers, which can drive down costs and enhance the overall effectiveness and efficiency of ad spend.

While other options suggest conditions that would not support a healthy marketplace—such as high costs or low liquidity—high liquidity specifically fosters a thriving ecosystem for both buyers and sellers in the digital advertising landscape.