FORT LAUDERDALE — The emergence of so-called “programmatic” ad-trading techniques, in which new software platforms enable precise, data-driven ad buying and selling, has kicked off a race of ad tech suite vendors.
Each promises to serve customers with a specific part of the value chain – but one vendor says this just confuses customers.
“There is a massive amount of programmatic point solutions popping up which make it more complicated to realize the efficiency and value of programmatic,” according to Videology North America MD Tim Castree. “No agency can deal with 65 programmatic point solutions.”
Although Castree criticised these vendors who do one thing, he also criticized those who try to offer too many services: “There’s a wall garden thing going on where you get tied in to a technology ecosystem. We’re not trying to own en ‘end-to-end’ technology stack”
He was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder and CEO Ashley J. Swartz.