Managing Fragmentation Across the Major Shifts in Advertising

Fragmentation has become pervasive in advertising, and the buy side needs help

By Ben Kartzman

Whether it's the future of linear TV or the evolution of digital identity, the marketing industry is moving to a state where media sellers have more data to leverage. Capabilities for targeting, reach, and measurement, along with creative standards and formats, are being siloed within each publisher's ecosystem. As a result, the advertiser's job has grown increasingly complex.