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Who are the MadTech Middleware, and what challenges are they looking to address?

ExchangeWire has launched Industry Review – an outline of where we see the future for the marketing industry. In part 2 of this 3-part MadTech Webcast series, we look specifically at ‘The MadTech Middleware’ – technology companies with enabling infrastructure technologies, who don’t depend on the goodwill of dominant industry tech platforms (such as Google, Facebook, and Apple) to operate, and who have an independent recurring revenue model.

Thomas Lue Lytzen, director of ad sales & tech at Ekstra Bladet, joins ExchangeWire CEO Ciaran O’Kane to discuss the future of the MadTech Middleware, and how this future could be shaped by current challenges like infrastructural changes, a lack of standardisation, and low scalability.