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


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.

In a bid to boost marketers’ ability to accurately target audiences outside of the industry’s walled gardens, separate groups of independent ad-tech players are banding together to launch their respective “unified” targeting projects.

The benefits of such initiatives—there are currently three scaled efforts in the market—are clear in that they will reduce advertisers’ reliance on walled gardens such as Facebook and Google and subsequently increase independent players’ share of ad spend.

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