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For B2C Marketing Professionals

Making Sense Of The Video Ad Ecosystem

How Consolidation Will Take The Video Ad Ecosystem To Its Audience-Centric Future

August 5, 2015

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  • By Jim Nail
  • with Luca S. Paderni,
  • Richard Joyce,
  • Susan Bidel,
  • Mike Carpenter,
  • Laura Glazer

Why Read This Report

The convergence of TV content with digital formats and distribution will dramatically change decades-old practices for how advertising is planned, bought, and measured. A rush of video ad-tech startups has piled in, creating a confusing — and inefficient — ecosystem that is ripe for consolidation. 2014 saw a series of high profile mergers and acquisitions that began to rationalize the sprawling capabilities and technologies in the market today. B2C marketers responsible for their firms' television and video advertising strategies should read this report to preview what the ecosystem will look like when the consolidation phase ends to adapt their advertising processes to the new video ad ecosystem.

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Table of Contents

  • Consolidation Rocks The Video Ad Ecosystem
  • Four Components Will Define The New Video Ad Ecosystem

  • Prepare For A Future With Fewer Video Ads But More Impact
  • Supplemental Material
  • Related Research Documents

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