The short version

Joe Apprendi predicted on July 6, 2011: “Going forward, Apprendi said he expects to see continued consolidation of buy-side and sell-side platforms. 'This is critical to simplify [the] process, eliminate waste and maximize ROI for advertisers and publishers.'” Verdict: Called it. The ad tech market did continue to see consolidation across buy-side and sell-side platforms in the years following this…

Prediction by

Joe Apprendi

On July 6, 2011

“Going forward, Apprendi said he expects to see continued consolidation of buy-side and sell-side platforms. 'This is critical to simplify [the] process, eliminate waste and maximize ROI for advertisers and publishers.'”

Follow-up

The ad tech market did continue to see consolidation across buy-side and sell-side platforms in the years following this prediction, with major players integrating multiple functionalities.

From the High Caliber AI network — see the AI for PR module in the course.