Change is in the air. From the DOJ’s remedies trial against Google to Sora’s impact on creative development, the adtech industry is navigating serious disruption.

And it’s all happening just as Advertising Week kicks off. Starting today, the industry will gather in New York to confront the changes, challenges, and opportunities ahead. So, what’s going to dominate the conversation? Here are the five adtech topics likely to lead discussions and panels.

1. Google’s Remedies Case

The Google antitrust case is a watershed moment for adtech. After an April ruling found that Google held an illegal monopoly over the ad server and exchange markets, a remedies trial is now underway—and it’s raising almost as many questions as it answers.

The outcome could include a forced spin-off of Google Ad Manager (GAM). If that happens, it would reshape the industry, creating more competition and opening doors for rival ad servers, SSPs (many of which are now filing follow-on lawsuits), and others. Whatever the final ruling, predictions and analysis of its impact will be a major focus throughout Advertising Week.

2. The Funding Crunch

A new Crunchbase report shows global startup funding has dropped to its lowest monthly total in eight years—a steep year-over-year decline. That’s troubling for adtech, where innovation, especially in AI, requires serious capital. As investors grow more selective, adtech companies are now competing harder for limited funds—and without funding, you can’t build.

Adtech has always been a tough sell for investors. Expect funding to shift toward “safer bets” outside the category—or to very specific adtech plays with a clear growth story, like AI-powered search or performance TV (see Vibe.co’s recent $50 million raise). The broader pullback may also accelerate M&A, pushing smaller players to seek exits as funding dries up.

3. Can The Trade Desk Rebound?

It’s been a rough year for The Trade Desk. Its stock is down nearly 60%, driven by growing competition from other DSPs, like Amazon and Yahoo, and by confusion over its AI narrative. The company hasn’t clearly articulated how it will win in the next phase of AI-driven advertising, and that could be hurting confidence.

But there are signs of a comeback. The launch of Audience Unlimited—a reimagined data marketplace using AI to score third-party data—shows promise. So does finally landing a user interface software partner for Ventura. These moves have helped the stock recover about 8% ahead of Advertising Week. There’s still work to do, but TTD may be turning a corner.

4. The Year of the SSP

The DSP rivalry isn’t the only story worth watching. SSPs are having a moment—and might be the most interesting corner of adtech right now.

For one, more SSPs are going after Google with follow-on antitrust lawsuits, aiming to claim damages from its monopoly over the adtech stack. On the innovation front, curation—the practice of pairing data with inventory to create premium, pre-packaged media for buyers—has helped reposition SSPs. No longer seen as just “pipes,” they’re now viewed as smarter, more strategic (and necessary) platforms.

This year, SSPs are pushing even further. Just ahead of Advertising Week, Media.net and Claritas launched a solution that brings measurement, attribution, and optimization to the sell-side—something traditionally reserved for the buy-side. Expect Advertising Week to spotlight how SSPs are expanding their influence and redefining their spot in the ecosystem.

5. OpenAI is coming

OpenAI’s recent partnership with Shopify and Stripe—dubbed Instant Checkout—lets users shop directly through ChatGPT. It’s a breakthrough for commerce, but it also signals something bigger: the start of OpenAI’s move into advertising.

Adtech investor and analyst Eric Seufert called it the “beachhead” for OpenAI’s inevitable ad business, noting that the company could use transaction data from partners like Shopify and Etsy to target ads within ChatGPT based on confirmed purchases. That would mark a major shift—one where traditional adtech players might find themselves on the outside looking in.

At the same time, OpenAI launched Sora, a new app for AI-generated short-form video. Could that become a media channel with ads? Is there a way for adtech to partner with OpenAI, or will these AI-native platforms divert spend away from existing ad infrastructure? All of these questions will be up for debate at Advertising Week.

These are just a few of the debates that are likely to shape convos at Advertising Week NY. The show will offer a timely look at where adtech may go next. What’s your take?

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👉 Building your adtech company’s PR program? Contact Chris Harihar on X (@chrisharihar), LinkedIn, or by email.

Chris Harihar is a 15-year adtech PR veteran who has led communications for some of the industry’s most recognized brands. He has helped both category leaders and emerging startups define their stories, sharpen their positioning, and turn communications into growth.