Keeping Things (A Little Too) Simple

"Fools ignore complexity. Pragmatists suffer it. Some can avoid it. Geniuses remove it," wrote renowned computer scientist Alan Perlis. Anyone who has examined the landscape of the advertising technology industry can appreciate this sentiment. While the computer scientists who create the code we use may revere simplicity, the operations and relationships we've built around that code are often convoluted.So it probably shouldn't surprise us that 75% of digital publishers participating in the State of Ad Ops 2015 study use fewer than 10 technology providers and no more than two ad servers. These publishers earnestly prune their technology stacks to lessen the burden that comes with ad tech complexity. It's an early indication that predictions of brutal industry consolidation may be accurate. If you participate on the buy side of the advertising equation, this is pretty sobering. How can you expect to reach a wider audience in innovative ways if publishersyour gateway to those audiencesare circling the wagons?Fortunately, there's more to learn from what these publishers said in the survey. When asked to cite workflow inefficiencies, publishers highlighted problems that should be solved by consolidation. And in their descriptions of areas that need improvement, serious drawbacks to the "less is more" strategy begin to surface. Understanding these sell-side pain points will help brands reach audiences in a market that seems short on options. Continue reading at AdAge.com Continue reading at 'Advertising Age'

[ Advertising Age | 2015-12-10 00:00:00 UTC ]
News tagged with: #buy side #wider audience #innovative ways

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