Adtech is IBM in 1984. Brandtech is Apple.
The good news is that these huge advertisers and huge budgets have funded the creation of an incredible system that will totally and finally democratize paid media.
It’s like they built the New York subway system, but there are only a few rich dudes riding around on it because they haven’t built any stations, tickets or turnstiles for the rest of us to get on. The good news is the access is coming, and it’s going to mean small advertisers will get tools on par with and in someways maybe better than those used by massive advertisers.
Great read by one of the legends. Illustrates perfectly why Five Tier is needed.