Put some coal in the oven, so that the milk will start boiling.
On the publisher side, the market investigation points to DoubleClick leading with around [#-#] % market share in the EEA, followed by #/# Real Media/OpenAdStream (recently acquired by the advertising agency WPP) with less than [#-#] % and AdTech/AOL (less than [#-#] %Tatoeba-2020.08 Tatoeba-2020.08