The Connected Ecosystem: A Unified Playbook for MarTech and AdTech Strategy (Paperback) (ISBN-13: 9798277832530)

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.