Unbundling the ad server

When it comes to ad serving, DoubleClick Campaign Manager( DCM) is by far the most widely used product. The ad-serving wars have been fought, and DCM won the biggest piece of the pie.

But when the number one product in different categories doesnat even define itself by the category itas in, something is going on.

Today, a quick visit to the DCM product page uncovers not a single mention of aad serving.a

While some might argue that this reveals that the brand is totally synonymous with its functionality, that explain seems unlikely. What if the real reason is that the core functionality of delivering creative assets is simply an afterthought now?

[ Read the full article on MarTech Today .]

Read more: marketingland.com

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