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Can Omnichannel Marketing Exist in a World of Walled Gardens?

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Opinion: Others in the industry are already working more cooperatively

The advertising and marketing industries are currently facing two seemingly contradictory problems. First, there’s the confusion of “too many,” the result of a vendor ecosystem that has grown at an unbelievable pace. Second, there’s a problem of “too few,” stemming from the overwhelming dominance that Facebook, Google and, now, Amazon have in the digital advertising ecosystem—dominance they’ve achieved through walled garden strategies. – Read more

 

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