AdRoll Highlighted as PAAPI "Paradigm Shifter" in Raptive DSP Report

Paul Bannister dropped some serious knowledge bombs on LinkedIn and Twitter, giving us the lowdown on how different DSPs spend with Google's Protected Audience API (PAAPI). It's clear from the data that everyone's scrambling to figure out their game plan for a post-third-party cookie world. Most DSPs are playing it safe, dabbling with around 1% of their ad spend to test the waters. Amazon, the notorious latecomer, only started spending in March, but even their minimal spend might be enough to pivot swiftly when the cookies finally crumble.

The real stars of this report are the "paradigm shifters" like AdRoll and Audigent. These guys are not just tiptoeing around; they're embracing PAAPI like it's their golden ticket to innovation.