I have no way to track what's happening in programmatic ads these days but...
https://x.com/DKThomp/status/1765774933357953272?s=20
My guess is that this crash is specific to news media.
Or it could be that people finally figured out the degree to which agencies were bullshitting. Predictable as clockwork, every new agency would be told at onboarding that they do not get to use "view through" to count revenue and, predictable as clockwork, they would.
The result would be more revenue from banner ads alone than total revenue for the business and reports of sky high ROAS