Headlines We’re Likely To See In 2016: Marketing technology eats ad tech

Unloading tabs from December:

Marketing technology eats ad tech. Yes, digital ad tech has had a great run, as ad servers delivered, counted and retargeted trillions of impressions to audiences who were cookied, analyzed, segmented and resold. However, the power in the media and marketing world is shifting from serving intermediaries to serving principals, from delivering media outputs for agencies to guaranteeing business outcomes for marketers, from serving agency trading desks to serving marketer enterprises. And, unfortunately, most ad tech today is anchored on the wrong side of those shifts.

Source: 7 Headlines We’re Likely To See In 2016 12/24/2015