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How Ad Tech Can Kill Excel

04 January 2013 | Industry Buzz

MediaPost by Eoin Townsend

Online advertising is supposed to represent a marketing revolution, giving marketers access to cutting-edge technology that can match ads to consumer through a combination of creative and innovative algorithms. So why are digital media planners still so reliant on Microsoft Excel, an outdated piece of software from the 1980s? For digital to truly develop, we need to get to a world where the planners and buyers leverage unified marketing platforms and put Excel to rest.