COLOGNE, Germany – Now that DMEXCO 2014 has come to a close, thought leader and Furious Corp CEO Ashley J. Swartz gives her take on where the health of the digital marketing ecosystem stands – and what needs to be done.
“We are this continual migration from a business that is marketing and communications driven to media driven. It is absolutely now a technology business. It is inundated with a lot of folks doing a lot of the same things,” she says.
And the industry isn’t getting any simpler, Swartz says. There’s a lot of duplication; and there are large companies like AOL and Yahoo! that are trying to become everything to everybody.
With this conflicting yet parallel consolidation and disaggregation of the ecosystem, the business problems marketers are facing are becoming increasingly complex, Swartz says.
“The thing that is so obvious is we need to do something to change the economics of advertising and advertising technology.”
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