Summary
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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