Ad tech partnerships: catalyst or crutch?

Thanks again to the folks at AdExchanger for publishing these thoughts on the value of partnerships in today's complex ad tech landscape.

The primary takeaway is that industries with connection value chains like ad tech naturally gravitate toward integrated platforms. The implication is the industry needs more consolidation, which in and of itself isn't a particularly novel conclusion. But sometimes it helps to define the fundamental argument for moving in that direction and provide a foundation for corporate development strategy.