Let’s stick together: the case for open source in adtech

Those of you of a certain age may remember the pivotal scene in Gladiator when Russell Crowe’s Maximus Decimus Meridius leads the Barbarian into the Coliseum to fight to the death and tells them “whatever comes out of these gates we’ve got a better chance of survival if we work together”.

And (with the hyperbole acknowledged) this is what I believe the ad tech industry needs to do more of as we continue to navigate the shifting media and advertising landscape. Naturally, we all want to be the last ones standing, but we have a much better chance if we collaborate to drive collective – and optimal – innovation.