The Advertising Cloud
It is not an exaggeration to say advertisers are overwhelmed with a proliferation of marketing technologies, a growing industry which now boasts over 1,000 vendors. As a result, the playing field is overcrowded, inefficient, and unsustainable. With the existing model of point solutions, excessive complexity, and fragmented infrastructures, advertisers are now are at a crossroads. Over the next three years, the forces of consolidation will exert fundamental changes on how enterprises provision marketing and advertising infrastructure.
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In IDC’s white paper, Cloud Platforms: the Future of Marketing and Advertising Technology, you’ll learn how current technology trends are poised to shape the future of the advertising technology market, and discover why it’s crucial for vendors to embrace the advertising cloud. You’ll read about:
- Unsustainable complexity due to rapid innovation in marketing and advertising technology. Point solutions have come to market independently and asynchronously, forcing buyers into reactionary purchase behaviors.
- The shift from managed services to software as a service (SaaS) as brands reject the black-box model for digital ad management and embrace the flexibility, control and transparency of SaaS solutions.
- The rise of programmatic advertising, ad networks are too complex and buyer behavior is too dynamic to serve without automated ad placement for large and even midsize companies.
- The importance for advertisers to compete on data. Brands with the ability to aggregate multiple first-, second-, and third-party data across their advertising and marketing operations will be the winners.