As the technological power has shifted away from advertisers, agencies, and publishers in favor of tech being provided by media companies, the activation of data has become limited and generic. The vast majority of data goes wasted in isolated pools. New analytics, optimization, and data cultivation solutions are needed, but cannot improve marketing effectiveness or yield, for publishers, in isolation.

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It was necessary to integrate isolated components and to ALSO develop new ones that were missing to create an end-to-end, easy to use platform for EFFECTIVE data activation. It was equally important to design a system that would evolve with changing data requirements and not become obsolete in a year or two.