Build Better Highways, Not Faster Cars: The Infrastructure Ad Tech Really Needs

"For all of the ad tech industry's sophistication, fragmentation remains its original sin. The solution isn't a mystery. Everyone agrees that greater interoperability is the answer. So what's standing in the way?

For many platforms, keeping data locked inside a single ecosystem ensures revenue, even if it makes life harder for buyers. Most advertisers juggle three or more DSPs, plus multiple social, search and retail media platforms, with reporting often held together by Scotch tape and bubble gum.

The real path forward is clear: Platforms must connect and "play nice," even with competitors."

Read more from Basis EVP of Client Development Grace Briscoe in AdExchanger.