This post was originally published at beet.tv
COLOGNE — The sea of advertising technology platforms in which the industry is which the industry is currently swimming is threatening to overwhelm. Whilst each platform promises to make life better and easier, the reality may be the opposite.
“There is a proliferation of ad technology – it’s only made the business of video harder.,” according to Furious Corp CEO Ashley C. Swartz. “That pricing and packaging exercise, planning across all those platforms, is incredibly difficult.”
It’s not just that ad tech makes things more difficult, at the same time as it brings efficiencies – it can also be costlier, even.
Author : Robert Andrews