WTF is a unified ad platform?

Ad tech’s shift from an industry littered with point solutions to one built around integrated stacks has been underway for a while. It was only a matter of time before the acronyms followed. Unified advertising platforms (UAP) is one such term. It hasn’t fully landed in the industry’s vocabulary yet, but give it time. It may be the clearest indication yet of where ad tech is headed: fewer players, more consolidation and a structural power shift that makes the current debate over supply chain transparency look like a warm up act. Read on for the lowdown on the term that could come to define it all. Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.