Players in the media business (such as broadcasters, program producers/distributors, ad agencies and commercial producers) don't believe that technologists can integrate all of their systems; in addition, many technologists don't believe that these players know, or care enough. Both are mistaken, of course. This leads to a bit of a chicken-and-egg situation as it applies to a marketing and communications supply chain, and the efficiencies they promise. A classic example of this is the slow adoption of new means of content identification, Ad-ID, with the improved flows that it facilitates.
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