Summary
You can use advertising platforms to improve paid media performance across channels, efficiently manage omnichannel media at scale, and optimize the media mix for customer experience and business results. But to realize these benefits, you’ll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. Advertising and paid media professionals, as well as marketers in charge of brand, performance marketing, growth marketing, demand marketing, and account-based marketing, should use this report to understand the value they can expect from an advertising platform provider and to select one based on size and functionality.
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