With M&A’s left and right and a new player on the scene every other day, it’s admittedly difficult for marketers to understand the value proposition of every company in the online advertising ecosystem.
Marketers are left working hard to understand which companies do what as more vendors flood the space and need to differentiate their offers. Maneuvering in and around the ecosystem can seem like a job in and of itself. However, it doesn’t (and shouldn’t) be like this.
Greg Williams, Co-Founder and SVP OPEN, MediaMath, calls for improved clarity within the online advertising space in this recent Exchangewire article. Williams argues that if all the players involved embrace a truly open and transparent marketplace everyone in the ecosystem will benefit. It’s time for everyone in the marketing ecosystem to put aside fears and challenge each other to create the next best-in-class suite of products in an open, collaborative environment.
To read the article in its entirety, click here.