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Glut of Ad-Buying Services Roils Industry

Any advertiser that wants to run a digital campaign faces a complex collection of ad-buying software and exchanges. That conflict has brought the industry to a stalemate, with a dividing line drawn between the tools built by the big tech companies and those sold by smaller ad tech firms.

Whatever advantages of scale enjoyed by big tech firms, advertisers are still reluctant to trust their data on ad performance. That gives independent ad tech firms a reason to hope they can keep carving off a portion of the business.

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Mr. Alfieri says Turn integrates with a few of the large publishers that give it access to their inventory. But he admits that the vast majority of the user data remains closely guarded by the big tech firms and that the most direct route to incorporating that information into a campaign for targeting purposes is to use publisher’s ad buying software.

Ankit Jain and Anthony Soohoo commented on this article.
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The problem is the more players you add in, the harder it is to manage logistics of any ad campaign.