Lack of Innovation Is Killing Ad Tech and Maybe Even the Open Web

Players need to work together to overcome fragmentation challenges

A sign shows two arrows in opposite directions; to the right of the man is a guy walking one way
With so much fragmentation, it's difficult for it to flourish. Getty Images

Ad tech on the open web has become a disjointed chain of systems that is so fragmented that it prevents any single player from innovating at scale. The walled gardens of Google, Facebook and Amazon have left the rest of the ad-tech ecosystem behind.

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Ryan Kelly is the vp of marketing at Nanigans.