From Signals to Stewardship: A Cloud Playbook for AdTech Transformation

This report by Everest Group reveals key changes shaping AdTech and provides a Cloud playbook for transformation.

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The AdTech landscape is in the midst of a historic transformation, and media and entertainment leaders need more than just a plan— they need a playbook.

This new Everest Group report, featuring a foreword from GlobalLogic and AWS, is your essential guide to navigating this evolution. It reveals the key shifts shaping the industry and provides a clear roadmap for your next AdTech transformation.

Inside, you’ll discover:

  • Key changes impacting the AdTech ecosystem.
  • The role of solutions providers to drive innovation.
  • How to prioritize your investments for maximum impact.
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The state of the AdTech industry

~80% of iOS users opted out of tracking under App Tracking Transparency, signaling the move away from cookies

$26.8B in media value lost annually to AdTech vulnerabilities

140+ countries now enforce privacy laws innovation

100ms of processing delay costs publishers 1% in ad revenue

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What’s holding media companies back?

Fragmented compliance, signal loss, fraud, and latency drain revenue at every step—creating systemic losses that impact both buyers and sellers.

Trend 01

Privacy regulations and data protection

As global privacy laws multiply, automation through Consent Management Platforms streamlines compliance, reduces risk, and protects brand trust at scale.

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Trend 02

Impact of cookie deprecation

With cookies decreasing in relevance across many platforms, leading brands are looking to first party data and alternative ID solutions.

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Trend 03

Importance of real-time processing

In Real-Time Bidding, where auctions unfold in just 30–100 milliseconds, legacy pipelines create costly latency—while real-time analytics unlock faster optimization, fraud prevention, and stronger ROI.

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Cloud and AI will define the winners

Simplify and accelerate transformation with GlobalLogic and AWS.

  • By combining scale, speed, and compliance-ready services, cloud and hyperscaler platforms form the foundation for AdTech’s next phase of transformation.
  • Integrated AI powers the modern AdTech stack by improving targeting, optimizing real-time bidding, combating fraud, and automating budget allocation—all while safeguarding privacy.

As an AWS Premier Partner, GlobalLogic turns AWS cloud infrastructure into industry-ready solutions—cutting implementation time from months to weeks.

What you will achieve

Speed, scale and efficiency

Implement scalable AdTech solutions faster—reducing deployment from months to weeks—while enabling real-time processing, low-latency decision-making, and operational efficiency.

Privacy-first strategies

Navigate the cookieless, privacy-regulated landscape with confidence using automated consent management, first-party data strategies, and identity solutions.

Optimized revenue and insights

Transform AdTech and MarTech convergence into a competitive edge by unifying data, eliminating fraud, enabling real-time campaign optimization, and unlocking new monetization potential.

Turn insights into impact

Download this report by Everest Group to explore best practices for succeeding
in a privacy-first world and the key metrics that drive AdTech performance.