Les Echos: Captify’s Vincent Pelillo, Independent Adtech – An Opportunity For The Ecosystem?

Banalization is more widespread than ever and many people think that these walled-gardens are the answer to all the needs expressed by advertisers. In reality, the dominance of the sector by one, two or even three actors is not in anyone’s interest. The lack of competition in an ecosystem not only limits choices, but more importantly, inhibits innovation.

Independent adtech, rightly called the “20%”, are not only able to meet the expectations of advertisers in the same way as the giants of the ecosystem, but are able to go further. If prosperity is not guaranteed to everyone, the future will give pride of place to partners able to innovate and propose concrete solutions, adapted to the business issues of advertisers.

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