COLOGNE — So much data, so many new ad tech platforms. Anyone who has seen a lumascape will recognize the confusion that fragmentation wreaks. But there is a way to pull the piece back together, says an ad tech boss.
“One of the key buzzwords that we’re going to be hearing about over and over again in the next few years; it’s about ‘connectivity’,” Acxiom CEO Scott Howe.
“The rate of innovation in our industry always exceeds the rate of consolidation. Every client, what they long for is, ‘How do I connect it all together?’ The way they can make it work together is through data. Data is the common language.”
Big data analytics company Acxiom employes over 5,000 people in 10 offices around the world and wants to help ad buyers unit disparate data sets in a single space to make buying decisions.
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