Marketecture: Get Smart. Fast. cover image

Tercept: Data infrastructure specialist for ad tech

Marketecture: Get Smart. Fast.

CHAPTER

Navigating Competition in Ad Tech: The Role of Fragmentation

This chapter explores the dynamics of the ad tech industry, highlighting the dominance of major players like Amazon and Google while underscoring the growth of smaller tech companies. The discussion culminates in a metaphor comparing Tercept to an octopus, illustrating its versatile data-gathering capabilities.

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