Lack of Innovation Is Killing Ad Tech and Maybe Even the Open Web
Players need to work together to overcome fragmentation challenges
With so much fragmentation, it's difficult for it to flourish.
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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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