The Path To A Unified - And Efficient - Ad-Tech Supply Chain

"The future of a streamlined advertising tech industry won’t be shaped by cookies — it will come from addressing the day-to-day tasks that form the bedrock of successful campaigns...

Ad tech, born over two decades ago, promised to revolutionize media, enhance efficiency, boost productivity, and improve campaign performance. But instead of simplifying things, it has added layers of complexity, introducing a tangled web of vendors, tools, and platforms that increase costs and confusion."

Read more from Basis Technologies' Shawn Riegsecker in MediaPost.