Drew Mader, director, account management, Adstra
After years of fragmentation, companies across the marketing and media industry are rethinking the way they manage identity to determine the best future business approach to consolidation. Some marketers are choosing to consolidate their identity stacks — taking steps to reduce the number of data partners, pare back overlapping solutions and align systems around a more unified core.
For some companies, this means finding one partner that is capable of handling all tasks. For others, it means finding a solution that can fill in, or complement and improve, their existing identity core. This mirrors broader trends in media supply path optimization, where marketers are integrating technology stacks to reduce costs and complexity and to improve efficiency and control.
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