Most advertising agencies and media owners would rather establish partnerships with ad technology firms instead of acquiring those firms, according to an AdMedia Partners survey. The top acquisition segments are analytics and social media firms, because those have a broader appeal and facilitate more functions than ad-tech companies, says AdMedia Managing Director Seth Alpert. Agencies "should be scared to death of owning an ad tech company," said Alpert.
Survey: Agencies prefer partnerships with ad tech over acquisitions
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