The State of Data Management

Simplification is part of technology evolution. Jeff Hirsch feels there will be a streamlining of the technology landscape in the digital advertising industry. He writes, "consolidation is necessary… and imminent." SK

The State of Data Management

2010 saw a major upheaval of the targeting space, with the emergence of new players as well as entirely new platforms, technologies and, of course, acronyms. Nearly every sector is currently undergoing significant shifts in technologies offered, value propositions and ability to integrate. Add in the significant factors of an improving economy, M&A activity and the shift of brand dollars online, and you have a chaotic space further complicated by some major industry growth opportunities. We’re on the cusp of a struggle between the industry titans as we stake our claim to the online advertising gold rush.

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