As ad tech becomes increasingly entwined with the media, ecommerce and tech industry, many vendors are now in a position where they can bundling offering technology, data and media together. Danny Hopwood, Head of Platform EMEA at VivaKi, believes that this trend is likely to lead to the creation of ‘closed ecosystems’, which will force buyers to use different DSPs to buy media from different sources. Here Danny explains how he thinks this could play out and he discusses the implications for buyers. Filmed in Cologne as part of the Video@Dmexco series, sponsored by Videoplaza.
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