Oliver McAteer
Sep 18, 2018

What mass consolidation of data players means for adland

Have the numerous acquisitions this summer made marketers think twice about in-housing media buying capabilities?

Welcome to the tech stack arms race.

A mass consolidation of data players this summer is changing the industry landscape and fueling further confusion over brands choosing to in-house media capabilities.

Over the last several months, IPG acquired data company Acxiom, Omnicom bought buying consulting firm Credera and vowed to build out its insight platform called Omni, ATT acquired AppNexus and Salesforce absorbed Datorama. Then there are the consultancy disruptors,...

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