Technology has never been more important to advertisers -- but too often ad tech devolves into bickering over metrics, writes Bill Demas. Instead, the industry should seek to build bridges between marketing and tech teams, and find ways to deliver transparency, clarity and real return on investment, Demas argues. "It's time we move beyond the ad-tech swordfight and get to a mature position where enterprise technology shapes the future of marketing," he writes.

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