There’s a surge of M&A activity in the ad technology markets including firms that provide more effective advertising analytics and customer targeting. Mary M. Collins looks at the trend and the pros and cons broadcasters face in considering whether they should get on board.
Through cross-media initiatives such as C7 ratings, mobile DTV and increasing online access to local broadcast content, TV stations are clearly aware and responding to the many rapid shifts in media consumption. That’s with good reason. Anticipating change is the best way to avoid some of the painful lessons in the history of media.