The world’s biggest advertising buyer says there’s going to be a huge ad tech ‘shake out’
At the heart of the turbulence is “key media owners who are focused on a
walled garden strategy, becoming ever more protective of their data
sources,”
Facebook is looking to own every part of the ad tech stack, both on
Facebook’s owned properties and beyond — serving advertisers with Atlas
and its Facebook Audience Network, and publishers with its LiveRail
product. And cloud computing companies like Adobe, Salesforce, and Oracle
have been steadily moving into the ad tech and marketing tech space
too. All these pressures are compounding against ad tech companies, and
not every business will be able to overcome them.
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