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, AT&T acquired AppNexus and Salesforce absorbed Datorama. Then there are the consultancy disruptors, like Accenture, which recently launched a programmatic division to help brands take media buying in-house.
Every major agency holding company in 2018 is investing in its own proprietary technology platform of some kind that solves one or many types of problems in the media marketing chain, said Mark Wagman, head of MediaLink’s data and technology solutions practice.
Read more on Campaign Live here.