Google is facing a fresh challenge to its domination of the online advertising market with the emergence of an alliance between Adobe and Flashtalking, which is taking an enemy-of-my-enemy-is-my-friend approach.
The pairing comes as independent ad-tech players eye an opportunity to compete against the ad-tech giant amid the rising tide of privacy concerns and market developments that have prompted major platforms such as Facebook and Google (aka the walled gardens) to limit advertiser access to data.
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