In 2012, DoubleClick by Google began surveying digital agencies and marketers on their use of advertising technology platforms to understand the opportunities and challenges they present. In this second wave of the study, we find that-much like the underlying technology-organizations' attitudes and expectations for digital platforms are rapidly evolving. In fact, 75% of the organizations surveyed now believe an integrated platform could meet all of their marketing needs (up 23% since last year). This report highlights some of these transformative changes taking place in the adoption of ad tech platforms.
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