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Adweek: Global Consultancies Are Buying Agencies and Reshaping Brand Marketing

As advertising involves more technology (see above), it’s no wonder that tech experts are playing a larger role in the industry. Here’s a very interesting piece from Ad Week on investments in ad agencies by giant tech firms like Accenture and IBM. Did you know that Accenture already has 36,000 design and creative professionals worldwide?  If you’re wondering what this means for marketing technology and CDPs, here are some additional thoughts.

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Lotame DMP Adds LiveRamp Integration to Connect Online and Offline Identities

March 16, 2017

Online/offline identity matcher LiveRamp also adds new partners all the time.  But its deal with Data Management Platform (DMP) vendor Lotame shows Lotame expanding beyond traditional DMP territory (anonymous profiles for ad audiences) to profiling known individuals across online and offline channels. That’s CDP turf.  Lots of DMPs are doing this. Free advice to buyers: ask pointed questions about how DMP technology supports a use case so different from its original purpose.

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