Building an end to end media network today has largely remained with a few big tech companies with deep pockets to invest and plan for returns over a longer period of time. Conventionally, advertising technology has grown so far by bundling data and inventory with technology, where the cost of technology is recovered or subsidised
Since the purchase data is rich in granularity, it significantly increases these sites ability to use their own digital properties to sell advertising to brands, much like a media property would. Image: Shutterstock