Hasta La Creative!

The technology landscape is more complex and crowded than ever in the history of digital marketing. Strangely, the industry seems to revel in just how complicated digital marketing can be. It’s a self-congratulatory pat on the back, as if to say to clients, “Few people can figure this out, so you’re fortunate to be working with me.”

Ad tech will continue to be a fluid and crowded landscape for the foreseeable future. And that’s ok. In fact, it’s a good thing. History shows that innovation in ad tech comes from challengers, not incumbents. The pattern has been oft-repeated: innovation, then acquisition. Smaller, focused companies frequently serve as a type of outsourced R&D arm for industry giants.

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