Why should the new-age advertising platforms choose to go vertical for competing against giants

Stepping into the 4th industrial revolution means that firms will be having better access to every type of data they would possibly want.

Consequently, transformation will be brought to advertising as well. Owners of digital advertisement platforms like Facebook and Google who had nearly no competitors in the past are now facing more competition as the emerging AdTech platforms are embracing a vertical strategy for satisfying the cus....