Conversations and decisions around AdTech are broadening. Now that advertisers are beginning to play an increasingly hands-on role with the management of their online advertising supply chains, so has the need to develop in-house knowledge, and possibly even direct relationships with ad tech vendors.
ISBA’s Performance & Programmatic Steering Group partner, invited partner, CvE (Control v Exposed), share its insight into the AdTech ecosystem through a fresh commentary on the 2020 Gartner AdTech Magic Quadrant. This commentary is specifically structured to support advertisers to develop more productive partnerships with their agencies and AdTech suppliers, regardless of current operating model.