Unbundling the ad server

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When it comes to ad serving, DoubleClick Campaign Manager (DCM) is by far the most widely used product. The ad-serving wars have been fought, and DCM won the biggest piece of the pie.

But when the number one product in a category doesn’t even define itself by the category it’s in, something is going on.

Today, a quick visit to the DCM product page reveals not a single mention of “ad serving.”

While some might argue that this reveals that the brand is totally synonymous with its functionality, that explanation seems unlikely. What if the real reason is that the core functionality of delivering creative assets is simply an afterthought now?

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Honored in AdAge’s 40 Under 40 while still in his 20s, Thunder CEO Victor Wong has been the guiding force in the company’s vision and success since its founding in 2008. He served as the IAB Local Committee Co-Chairman in 2010 and coauthored the IAB Local Targeting Guide. Victor holds a BA in economics from Yale University and is a fellow of the Yale Entrepreneurial Institute.


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