Ad tech vendors and data businesses are expected to join the consolidation spree for better profitability, especially in a two-sided marketplace. Many companies may find consolidation as the only viable option amidst challenges like Google phasing out third-party cookies.
"The marrying together of an analytics-led agency with a strong product engineering organization is a powerful combination," mentioned John Castleman, CEO of Bridgenext, hinting at a positive outlook for clients' spending and projects in the coming years.
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