When Publicis Groupe agreed to acquire LiveRamp for roughly $2.2 billion, the immediate reaction across ad tech was predictable: concern over whether one of the industry’s most important identity providers could continue to function as a neutral utility once it became part of a rival agency holding company.
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But beneath the initial handwringing, more consequential questions are being asked. From here, agencies, marketers and ad tech vendors alike have to reassess who should control the infrastructure underpinning audience targeting, measurement and data collaboration.
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