The future of ad tech and how marketers can empower themselves in times of change

John Piccone

Explores where the advertising technology industry is headed and how marketers can take advantage of the changes and regain their power.

EschCollection/Getty Images

Life in the day-to-day of digital marketing can feel remarkably chaotic. As such, brand and agency leaders can be forgiven for occasionally losing sight of the forest for the trees. It’s hard to monitor the state of the regulatory and technology tides when, on a daily basis, brands are dealing with skyrocketing CPMs, plummeting conversion rates, and the loss of once-relied-upon attribution insights.

Indeed, the current macro trends in advertising technology that are propelling certain parts of the industry forward while riding roughshod over others have everything to do with the micro frustrations that marketers are managing on...

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