The emergence of the always-on consumer and the fragmentation of the advertising technology industry have made it difficult for marketers to remain consumer-centric and effective. By relying on multiple point solutions and with no clear unified view of their efforts, advertisers must navigate a costly, restricted way of doing business. This needs to change.
In “An Open Platforms Manifesto,” AOL sheds light on why walled gardens are antithetical to a brand’s best interests and how open platforms empower marketers to capitalize on flexible data integrations, inventory, creative optimization and attribution methodologies.
Key questions that will be addressed include:
- What should brands look for in a platform?
- What do marketers lose by using a closed platform?
- How does an open approach to advertising solve for a rapidly evolving media landscape and changing consumer behaviors?
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