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With a swell of advertising and marketing technology platforms squeezing into the bulging seams of the Lumascape, fraudsters, quacks and charlatans are pedalling ad tech solutions that offer little value but are touted as the answer to every marketer’s business problem.
Back in May at the AdNews Media Summit, GroupM’s technical operations director Tim Whitfield said the industry was awash with ad tech vendors pedalling “snake oil”.
Another colourful analogy about the lack of trust in ad tech vendors likens it to the US election.
“There's way too many Donald Trumps in adland,” slammed Nico Neumann, senior research analyst for programmatic strategy and analytics at the University of South Australia. There are too many people making unsubstantiated claims that go unchecked and do nothing but complicate the already complex situation at hand, he added.
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