But publishers should be more likely to survive sustainability initiatives because they bring audiences to marketers, especially when compared to ad-tech vendors that solely exist to generate demand, Jon Schulz, chief marketing officer at DSP Viant, told Adweek.

“Publishers stand to gain,” said Schulz, “It’s really people that sit between the publishers and the buyers, the aggregators and the resellers [that are at risk]. My contention is if you’re adding value, you’re fine.”