How ad networks are working hard to clean up the supply path and focus on quality rather than quantity
A new report into how the ad market has evolved, shows how publishers are seeking to reduce their reliance on Google and regain control of programmatic by building stronger direct relationships and curated marketplaces, creating first-party data and membership/authenticated models and doubling down on quality, relevance, transparency and targeting sophistication.
Limelight Inc.’s annual report, Progress and Possibility: State of Ad Networks 2026 delves into how successful ad networks are shifting from aggregation to curation to find success in a time of changing privacy regulations, opaque supply paths and poor-quality traffic.
“The digital advertising ecosystem is in a constant state of flux,” says Limelight Inc. co-founder and CEO, David Nelson. “Survival requires constant reassessment and often reinvention from all stakeholders. In putting this year’s report together, we can see that ad networks are changing for the better. A previous obsession with volume is being replaced by a quest for quality – curated inventory, cleaner supply paths, fewer intermediaries and better outcomes, which is good news for everyone. Ad networks are becoming more confident and independent, and ultimately, that will be their key competitive advantage.”
Mark Evans, Head of Buyer Development at SSP, Index Exchange, backed this view, noting that supply-path transparency remains a top priority for the company as it helps its partners navigate an increasingly fragmented ecosystem. He says: “With the rise of sell-side decisioning, we’re giving buyers clearer visibility and direct access into the supply they select, bringing more accountability to the SSP layer. The shift towards cleaner supply paths, curated inventory, and more collaboration between publishers, SSPs, and agencies is creating real momentum. We expect this momentum to continue in 2026, with more buyers taking control of their access to supply, building for more transparency and efficiency, and driving towards better outcomes.”
And at Hax Media Partners, CEO Jens Haxgart tells a similar story, saying: “Going into next year, we will continue to focus on curated supply, premium publisher relationships and transparent deal structures so that qualified traffic consistently commands higher eCPMs and better yield.
“We see growing demand for curated marketplaces, and first-party data strategies, which means networks are now expected to deliver not just reach, but clearly defined, high-intent inventory packages underpinned by strong brand-safety, viewability and fraud controls.”
Meanwhile, Andy Morley, CRO, The Independent, says: “We are conducting assessments of every partner’s path to our inventory, with a particular focus on deepening direct integrations with key direct buyers such as Criteo and The Trade Desk (including their OpenPath connection via Prebid). By prioritising these direct relationships, we aim to reduce dependency on intermediaries while preserving and ideally improving performance outcomes for buyers. Ensuring that these more efficient pathways deliver equivalent or greater value is critical to driving sustained adoption and spend consolidation.”
