TLDR: The rapid development of digital media can certainly be described as a "technology war. Advertisers should not participate in it, but develop a strategy to use digital media for their own efficiency gains. Here is our advice - in one picture.
Instead of chasing the latest platform hype DSP, SSP....PPP in "real time", advertisers should focus on their own data analyses in order to be able to use digital media providers profitably. Away from the online hype, towards independent and cross-silo data analysis. Yes, even ex post, in "unreal time.
No small task.
