"For all of the ad tech industry’s sophistication, fragmentation remains its original sin. The solution isn’t a mystery. Everyone agrees ...
"This embrace of the past extends into the advertising industry, particularly as we confront the shift in digital media caused by the depreciation of third-party cookies. Each agency and brand will need to determine the right approach for their campaigns, but it's also an opportunity to embrace some of the tried-and-true media planning and buying principles that some seem to have overlooked, like first-party data and contextual targeting. Are we experiencing a digital media renaissance?"
Read more from Basis Technologies' April Weeks in MediaVillage.