Overview

The Connected Ecosystem reveals the unified playbook every modern organization needs to thrive in a privacy-first, AI-accelerated, post-cookie world. From identity resolution and customer data platforms to programmatic buying, yield management, generative AI, and clean rooms-this book connects the entire digital value chain with clarity and precision. Whether you're a marketer shaping customer journeys, an agency navigating the new measurement reality, a publisher rebuilding data advantage, or a technology partner designing the next-generation stack, this book gives you the architecture, the strategy, and the operational systems to win the next decade. Inside you will learn: Why the collapse of cookies has triggered the great convergence of AdTech and MarTech How to build a composable, future-proof data and marketing stack How to operationalize the Single Customer View through RFM models and Next Best Actions How agencies must evolve from media arbitrage to data science and incrementality How publishers can become their own walled gardens through authentication and contextual intelligence How AI is reshaping creative production, targeting, and the economics of personalization How CTV, DOOH, and new identity frameworks redefine reach and performance Why privacy, trust, and consent will determine the winners and losers of the next era A definitive guide for leaders who must navigate complexity-and deliver clarity. If you want to understand how modern marketing truly works-and how to build an organization that uses data ethically, intelligently, and profitably-The Connected Ecosystem is your essential manual for transformation.

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