Adtech Industry Littered With Roadkill

Consolidation a 'wet dream' for industry insiders, M&A pros say

     The advertising technology industry can be described as fragmented at best, and at worst, a chaotic mess. With the acronym soup of DSPs, RTBs, SSPs, and ever newer technologies being introduced at the speed of light, that’s not going to change anytime soon. What may happen instead is consolidation.  

     In a panel at the Interactive Ad Bureau’s Innovation Days conference, executives from WPP Group, Criteo, MediaMind, and Collective shared predictions for ways the industry of ad sellers, buyers, and networks could streamline a complex system that, according to one panelist, is barely understood by those working in it.

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