Conclusion
Nothing in this article should suggest that BT doesn't deliver value-- it clearly does. As things stand, however, we are barely scratching the surface of that value.
The only way for BT to truly begin to deliver on its promise is to scale. Some companies in this space are expanding into new markets, but BT needs vertical instead of horizontal scale to really move the needle in terms of relevance.
One way to acquire more data is through third-party data sharing relationships. This is fairly commonplace in the offline DM world, but hasn’t gained a ton of traction in online circles-- yet. But for data sharing to work, we need to see some changes to the way online publishers view their inventory.
