Technology Business Research Inc. initiates Ad Tech coverage

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Technology Business Research Inc. (TBR) is pleased to announce the addition of industry veteran Seth Ulinski to its team of senior analysts. Ulinski will lead TBR’s new Advertising Technology (Ad Tech) coverage area.

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Technology Business Research Inc. (TBR) is pleased to announce the addition of industry veteran Seth Ulinski to its team of senior analysts. Ulinski will lead TBR’s new Advertising Technology (Ad Tech) coverage area. He most recently covered the digital sector and served clients through the consultancy AdTech Advisory. Prior to the consultancy, Ulinski worked for companies such as DataXu and Yahoo.

“It’s exciting to join a great company and extend the service I have been providing to clients for over a decade. Given increasing investment by agencies, CMOs and CIOs into digital platforms, TBR’s coverage of ad tech makes sense,” said Ulinski. “The global digital advertising market will reach $145 billion next year, with ad tech platforms capturing $50 billion in spend. Market growth is being driven by media agencies; advertisers are also licensing software for in-house operations. This is why established enterprise software companies such as Oracle and SAP are making acquisitions in the ad tech space, while systems integrators like IBM, Accenture, Deloitte and PwC continue to build out digital capabilities.”

Ad tech is a vast opportunity for marketers and technology vendors, but TBR recognizes it is also a fast-moving and complex ecosystem. Understanding how programmatic and data-driven ad tech systems engage, report and optimize are only pieces of the equation. The ability to map out the dynamic relationship between ad tech and enterprise systems that manage business operations is equally critical. “My goal is to help clients validate the business environment and build out strategy,” said Ulinski.

Keith Eadie, chief marketing officer of TubeMogul, agrees that brands, agencies and publishers can benefit from objective insight on the capabilities and vision of ad tech firms. “From our perspective, brands and agencies are aggressively evaluating which vendors will best meet their needs for programmatic media buying,” Eadie said. “The challenge is that this is a new industry and too many firms are making promises they can’t deliver on. An independent firm like TBR can add value as marketers determine how best to leverage various ad tech solutions to benefit their businesses.”

TBR’s Ad Tech coverage consists of public and private companies including Criteo, Rocket Fuel Inc., TubeMogul, Adobe, Amazon, Google, Rubicon, AppNexus, MediaMath, Turn, DataXu, VivaKi, Xaxis and AdRoll.

For more information contact Senior Analyst Seth Ulinski at seth.ulinski(at)tbri(dot)com or 603.758.1830 or Senior Marketing Manager Alison Crawford at alison.crawford(at)tbri(dot)com or 603.929.1166.

ABOUT TBR
Technology Business Research, Inc. is a leading independent technology market research and consulting firm specializing in the business and financial analyses of hardware, software, professional services, telecom and enterprise network vendors, and operators. Serving a global clientele, TBR provides timely and actionable market research and business intelligence in a format that is uniquely tailored to clients’ needs. Our analysts are available to further address client-specific issues or information needs on an inquiry or proprietary consulting basis.
TBR has been empowering corporate decision makers since 1996. For more information please visit http://www.tbri.com.

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Alison Crawford

Alison Crawford