When it comes to the ever-growing ad tech world, publishers can sometimes just shake their heads.

Jason Erdahl, who manages the digital marketing strategy for the Star-Tribune Media Company, a publication with 6 million online users, finds he must cobble together his own system from the many point products out there. “There’s a big issue with trying to combine third-party and first-party data, when managing retargeting or selling custom audience segments, for example,” said Erdahl. “It’s like using gum and tape, trying to paste these things together using DoubleClick and targeting technology. Without one centralized funnel it’s hard to choose what segment to use, and many of these spheres, where the audiences are, do not communicate.”

That has fed the need for what Cheezburger Network chief revenue officer Todd Sawicki half-jokingly calls “BigAdCo,” a single source of all the needs. That is one that doesn’t start with G and end with oogle.