Liftoff CEO Mark Ellis on adtech change, consolidation, competition

There's been a ton of change in adtech in 2021. I'm not even sure we know precisely what an ad network is anymore, but we're certainly seeing the rise of a set of new titans of adtech in mobile, companies like Liftoff+Vungle, ironSource, Unity, Applovin, Digital Turbine, and InMobi. What's driving the growth? Is it good for mobile marketers? And, what should we expect from mobile adtech companies in 2022? To dig into all these questions, we chat with the CEO of Liftoff, Mark Ellis. Of course, since the merger with Vungle, he's now the CEO of Liftoff+Vungle, or whatever they're going to call the new company, Mark's not just the CEO, he's also the founder, and has a deep history in adtech and mobile. NOTE: This episode of Growth Masterminds is cross-posted from another podcast: TechFirst by John Koetsier.