Plug and play. Existing era are often introduced to the market as standalone point answers, while advertisers are more drawn to the complete stack turnkey solutions. This mean it is not enough just to have DMP, analytics and buying tools one after the other. For helpful programmatic procedure, all the tools are looking to be easily included with each other and with other outside or in house features of the advertiser/agency. The availability and robustness of an API to bring all of the different tools together is an alternative problem to accept as true with.
This can force advertisers to search for a era company that possesses a full stack of already included and intertwined programmatic answers.