Marketers and Tech Providers Share a Common Goal: Feasibility

What are you really proving with your proof of concept?

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today,’s Adit Abhyankar discusses the common pitfalls of the proof of concept method. Below, in his own words, he shares four questions to keep in mind when testing and adopting ad-tech solutions.