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TV's evolution is accelerating with a flurry of M&A activity in the marketplace. Disney and Comcast are pursuing 21st Century Fox in an effort to add a wealth of content to their already potent arsenals; IPG is acquiring Acxiom Marketing Solutions in a nod to the increasing importance of data, and AT&T is fortifying itself with ad tech from AppNexus after completing its acquisition of Time Warner.

This activity, driven by a need to simplify advertising by strengthening the connections between content, data and platform, is a clear signal that TV has begun to evolve. We are entering the data-driven, technology-rich future of TV advertising.

But mergers and acquisitions in and among themselves are only one step toward this next-generation, vibrant ecosystem. While consolidation will promise scale and simplicity to a data-driven buying experience, delivering on that integration will take time. More importantly, a thriving marketplace is more than just a consolidated one; it's one where agencies and advertisers have an abundance of innovations from which to choose as they create next-generation, data-driven brand campaigns to engage modern audiences.

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