Oct 2, 2018 - Economy

Ad companies are simplifying their branding

CMO of Oath and CEO of Verizon onstage

The CMO of Oath, Allie Kline, and the CEO of Verizon, Lowell McAdam. Photo: Rachel Murray/Getty Images for MAKERS

Nearly all of the biggest U.S. advertising companies are trying to rebrand their convoluted ad tech services under simpler names.

Why it matters: It's a marketing move by marketers. Industry consolidation and rapid change in the digital advertising world has led to such confusing ad tech stacks — or suite of services — within mega companies that marketers struggle to keep up. A simplified ad brand helps bring a better-packaged product to market.

What's happening:

The big picture: Unified ad offerings will become more important as these groups expand their ad tech capabilities even wider into digital TV ads.

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