Jounce Media's 2023 report provides an in-depth analysis of the evolving programmatic advertising landscape. It highlights that a trio of giants, Google, Amazon, and The Trade Desk, now command over 60% of open internet ad expenditure. 

Conversely, on the sell-side, open internet media firms typically sustain partnerships with 25.3 monetisation platforms, indicating an industry resistance to consolidation. This expansive supply chain, amid a surge in programmatic auctions, results in a reduced efficacy of each auction due to increasing gaps in audience and content recognition. 

Given this context, Jounce Media suggests that media companies and their affiliates need to reconcile immediate financial needs with a strategic transition towards two-sided marketplaces.