Big Investments and Rapid Consolidation: The Evolution of Ad Tech

A discussion about significant investments and acquisitions in the ad tech industry, including notable examples like Oracle Blue-Kai, Demdex by Adobe, and the attempted acquisition of Croc's by Salesforce. The chapter explores how these investments indicated the rise of digitally originated data sets and the emergence of Data Management Platforms (DMPs), ultimately leading to the consolidation of the DMP space and the development of Consumer Data Platforms (CDPs).

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