Saturday, March 2, 2024

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    Digiday’s History of Ad Tech: In the beginning …

    The 2019 series “Valley of the Boom” portrays the heady days of the mid-to-late 1990s, an era that bore witness to the creation of “the internet economy” as technologies such as ISPs (like AOL) or web browsers (Mosaic, Internet Explorer by Microsoft and sworn foe Netscape) took the world by storm.  

    Meanwhile, in more niche areas of this economy, there were other notable industry firsts emerging. These developments would eventually spawn the near-$270 billion digital media landscape as we know it today.

    Few industry observers had a better ringside seat than Martin Kihn. A former Gartner analyst and best-selling author, he is also the brains (and voice) behind influential industry-tome Paleo AdTech. This pursuit has seen him play host to some of the biggest names of this era, a period he now describes to Digiday as “a very dramatic time.” 

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