Will marketing clouds embrace activation?

Adobe's recent acquisition of TubeMogul could accelerate interesting industry conversations regarding the extent to which marketing clouds should play a larger role in paid media activation.  

The revenue model of activation companies and the lumpy nature of media purchases doesn't mix well with the traditional monetization models of today's marketing technology companies.  However, the revenue opportunity may be too big and the customer need too strong for marketing clouds to ignore.

Thanks to AdExchanger for publishing these thoughts.