By Imad Sarrouf, commercial and technology director at DMS
“Ad technology” and “marketing technology” are two hot topics doing the rounds in business circles these days. They are also hot enough to make the entire bubble burst. With the proliferation of more and more brands, agencies and publishers are adopting new technologies to keep up with the fast-paced digital ecosystem, while many digital experts had cautioned the industry a few years ago that the ad-tech ecosystem would face a consolidation, beginning with programmatic. The current vibes in the market are difficult to ignore: more than 412 mergers and acquisitions, valued at $24.18bn, transpired during 2016, signaling an inc
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