Bryce Whitwam
Aug 22, 2017

Brands after digital transformation in China should start with martech, not adtech

Martech is a lot harder than adtech because it requires a change of mindset, writes Wunderman China CEO Bryce Whitwam.

Been to a digital conference in China lately 

'Digital transformation' is one of the big buzzwords at these conferences.

But it’s really just adtech, when you look beyond the jargon. Every DMPDSP is out in full force to promote their platforms, telling brands why they should place their media spend with them. Through proprietary software and special relationships that enable them to open closed doors, these platforms seem to have...

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