CANNES — In the ad tech arms race, a plethora of platforms claims to be “full-service”, “end-to-end”, or “full-stack”. But their dream of providing the entire solution to agencies and buyers may be wide of the mark – more likely, customers like to mix and match the tools they use.
“There’s no one-size-fits-all,” Carat Global executive director Euan Jarvie says in this recorded panel debate from Cannes Lions.
“Technology … has got a lot of headlines and interest right now, probably for a lot of the wrong reasons.
“We haven’t pinned our tail to one particular donkey. We look to have a hybrid model. There are many routes to get to the answer. There’s a plethora of data, but it’s not about that – it’s about ensuring you can capture knowledge and use it quickly.”
This video is part of a series produced from the TubeMogul Cannes rooftop event. Please find additional videos from the series here.