How Ad-Tech Companies Are Trying to Crack the Complex Audience Matching Quandary

Despite the headwinds posed by M&A and complications of emerging technologies, programmatic players are battling on

The ad-tech sector is beset by fragmentation. Getty

A recent ANA survey highlights how “identity” is a primary need for marketers in order to target audiences with appropriate messaging. Forty-seven percent of U.S. marketers claim their organizations will significantly increase investment in audience identity solutions next year.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.