Over the years, some ad tech trends have undergone full evolution, whereas others have only iteratively grown. Nevertheless, each trend has been instrumental in pushing advertising, including mobile advertising, a bit further into the future, while exponentially improving the experience for users, advertisers, and publishers alike. Here are five trends that will be dominating forces come 2018. History has shown that industry consolidation is a natural process and that systemic market forces make it possible to predict its evolution. In 2017, we saw consolidation of many ad tech players, with merger and acquisition deals reaching record levels.