Another flashback: that was 1999, but not much has changed. Pricing is still comparable. But email was the predominant data product with America Online, Excite@Home and Microsoft asmassing the largest databases. Of course, today thats Google, Facebook and Amazon. Download this study from 1999 to see what else has changed.
Reducing the number of supply chain vendors Increasing display inventory transparency Improving contextual targeting tools. Source: http://www.bizreport.com/2018/08/study-finds-marketers-in-search-of-transparency.html