Even with Google holding the crown for Adtech, there are so many Adtech companies in this industry. Companies such as Adobe, Amazon, and Facebook have made a name for themselves in this industry however, other companies are continuing to crowd the market. With all these companies providing Adtech solutions, it’s going to be hard for enterprises and small businesses to choose the right one. Each company tries to offer a unique Adtech solution but in a market that is so saturated, it’s going to be hard to find one that actually stands out when it comes to functionality.
https://www.blog.google/technology/ads/ad-tech-industry-crowded-and-competitive/
LIS 4022 Spring 2020 