By The Drum

The majority of advertisers and media owners (88 per cent) would reduce the number of ad tech partners they work with but fear such a move would negatively impact revenue, and are increasingly turning to managed service players (as well as building their own tech) to deal with the fragmentation, according to research.

The findings were unearthed in a study published this week by ExchangeWire, and commissioned by BidSwitch, also reveals that although over four in 10 (44 per cent) of media buyers and sellers expect programmatic technology consolidation to increase, equally as many (45 per cent) feel a Read full story ›

Source: The Drum