• To give advertisers competitive alternatives that put brand safety and inventory quality first and foremost, media companies, agencies, and programmatic software providers must form an alliance to amplify their individual strengths.
  • Media companies, agencies and programmatic software providers are uniquely positioned to put first-party client data to use across multiple channels in a way that the tech giants cannot, while still complying with GDPR regulations.
  • If media companies, agencies, and programmatic software providers band together to syndicate custom audiences across channels and premium media formats such as In-Feed video and Connected TV, well – suddenly the value proposition Walled Gardens offer to advertisers becomes far less clear.

    Source: http://www.thedrum.com/industryinsights/2018/01/24/why-the-future-advertising-depends-cross-industry-alliance