Digiday: Can M&A solve ad tech fragmentation?
There’s a certain irony that the inherent fragmentation of digital media has spawned hundreds of ad technology tools and techniques to accomplish the simple task of identifying and gathering specific audiences for marketers. At some point, you’d be forgiven for thinking the cure isn’t that much better than the sickness.
Recent mergers and acquisitions activity — witness ContextWeb linking up with Datran and the much larger MediaBank merger with Donovan Data Systems — points to a winnowing of the pool of platforms in the market. The fact is there is simply too much complexity in the market, but even more so, there’s a need for more interoperability. Read more.