TITLE

THE UPS AND DOWNS OF USING 'STACK' SYSTEMS

AUTHOR(S)
LIEB, REBECCA
PUB. DATE
April 2012
SOURCE
Advertising Age;4/9/2012, Vol. 83 Issue 15, Special section pc-1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses advertisers' choice of vendors for digital marketing. It assesses the advantages and disadvantages of using "stack" vendors such as IBM, Adobe, and AppNexus that integrate multiple functions such as ad buying, Internet search optimization, and inventory management into a single product. Topics include potential software integration problems and open versus closed software systems.
ACCESSION #
74207725

 

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