You know things have become difficult for marketers when the President and CEO of the Interactive Advertising Bureau (IAB) admits that all the money flooding into ad tech has merely caused more chaos. As a marketer you certainly already know this as you attempt to deal with the tangle of new partners who come between you and the consumer. As a publisher you rail at the way every new middleman takes a small piece of the pie that represents your inventory.
It’s time for everyone to consider consolidating from the current melange of startups to a single larger vendor who can do it all.
Here, for your viewing pleasure, is the display Lumascape. Notice the sheer number of possible partners, and then take a look at the number of acquired and shuttered companies.
All this has got to stop. Marketers, the ones who pay the bills, must think about consolidating to a few larger trustworthy vendors and stop experimenting with startups that promise the Holy Grail and sell you stuff that doesn’t work as promised and doesn’t measure what you need measured.
The Video Lumascape
But you’re not relying on display anymore, are you? You are also using video, and you’re moving to mobile.
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