As we begin 2013, we have already seen activity that points towards a shakeout in the advertising technology industry.
In the space of one week, we saw MediaMath buy Akamai’s Advertising Decision Solutions unit, AppNexus secure $75m funding, part of which will be used for acquisitions, and ad exchange business adBrite shut down its operations.
And we are likely to see greater industry consolidation as we continue through the year. So what's important when it comes to technologies in today's ad tech environment?
This made me think back to Mike Shield’s ‘Ad Wreck’ article in Adweek last year, a piece that had really resonated and made me stop and think about where we are as an industry.
There are a number of areas here that are incredibly pertinent and need to be borne in mind, especially as we are likely to see greater industry consolidation as we continue through the year.