With Adam out this week, Gareth flies solo to drop four massive predictions about the next five years of ad tech. Spoiler alert: The current system is unsustainable.Gareth argues that the traditional DSP/SSP paradigm is dying , crushed under the weight of Deal IDs and conflicting decisioning engines. He explains why the future of ad tech architecture lies in open, modular bidding frameworks (like ARTF) where custom logic can be executed natively without "middleman" friction.But the spiciest prediction? Google Ad Manager (GAM) is about to have a massive resurgence. Gareth theorizes that if ADCP (Automated Direct Sales) succeeds, GAM will emerge as the ultimate direct sales engine, bypassing DSPs entirely for enterprise buyers who want to set up cross-publisher campaigns with zero tech tax. Plus, he tackles the inevitable rise of "orchestration layers," why the mid-market is about to see a DSP renaissance , and why the shift away from ID-based buying will finally force publishers to reduce ad density and increase quality.Key Topics:The Death of DSPs & SSPs: Why splitting campaign logic between two platforms using Deal IDs is no longer architecturally viable.The Return of GAM: How ADCP could turn Google Ad Manager into a direct competitor to traditional DSPs.The Orchestration Era: Why modern bidding systems will look less like DSPs and more like open hubs for modular valuation and data vendors.The End of Ad Density: Why the shift to predictive modeling (and away from IDs) will finally reward publishers for running fewer, higher-quality ads.The LiveRamp EU Struggle: Why strict European privacy laws (GDPR) are making PII-based identity graphs incredibly difficult to operate abroad.00:00 Intro: Gareth Flying Solo01:57 Prediction 1: The End of the DSP/SSP Paradigm04:08 The Architectural Flaw of Deal IDs08:34 Prediction 2: The GAMpire Strikes Back (Google Ad Manager)10:14 How ADCP Turns GAM into a DSP Competitor12:27 Prediction 3: A Proliferation of Mid-Market DSPs15:01 The Approaching SSP Bloodbath18:22 The Rise of the "Orchestration Layer"22:50 Prediction 4: Publisher CPMs Will Go Up24:55 Why User IDs and Cookie Syncing are Commodities27:09 The Frequency Capping Problem with ADCP30:14 The LiveRamp EU/UK Privacy Struggle33:49 The Bull Case for Fingerprinting & Synthetic Audiences34:21 Outro