Independent Ad Tech Is Reframing Itself Around Cloud Hardware | AdExchanger

Monday, June 8th, 2026 – 6:09 am

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Wait a minute, there’s a programmatic hardware race going on right now?

You heard that right.

The rapid development and adoption of cloud-based tech have led to new splits in how third-party programmatic vendors position themselves in the market. The positioning essentially comes down to owning one’s own cloud infrastructure or renting bandwidth and cloud infrastructure from public clouds, which are Google Cloud, Amazon Web Services (AWS) and Microsoft Azure.