Madtech

Ad spending across RMNs and CMNs is still hindered by incomplete data access and connectivity. Here’s how to bridge that gap.

Feels like we’ve been waiting for the convergence of ad tech and mar tech forever. But it’s finally starting to happen, and the time couldn’t be more ripe, says Heather Macaulay, president of product-focused consultancy MadTech.

There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.

A number of longtime programmatic veterans have shifted to independent consultancies, since so many brands, publishers and tech companies need help with data-driven business transformation. And the category gained another competitor on Tuesday with the launch of Madtech Advisors, a consultancy founded by Bob Walczak, who will serve as CEO, and Aditya Kulkarni serving as […]