Many of the business models used in digital marketing channels are going the way of their counterparts who have become dinosaurs in the offline world. But the market is about to be forced to organize by the vendors offering distinctive services that solve business problems for publishers and marketers, and by strategic investors seeking to create a more efficient marketplace. This author, an authority on trends and developments in digital marketing, describes the forces and the companies setting
“Seventy percent of useful data are not being deployed. The majority of it is even likely owned by the wrong people.”
- Tim Suther, CMO, Acxiom
One might ask why this marketplace has not become better organized. The fact is that few funds or strategic investors such as private equity firms are interested in markets with low barriers to entry, namely a market with the many venture-backed vendors and companies that look more like features than companies.
Four Data Entrepreneurs @ Two Lessons Each
Reprint from Ivey Business Journal
[© Reprinted and used by permission of the Ivey Business School]