The dotcom crash of the early 2000’s formed the start of a true marketplace for a new digital advertising economy. In the last 15 years the media industry has in a way – been in a ‘wild west’ state. It evolved faster than it did in the 200 years prior, and that fast change caused a bit of a mess. From bot fraud to loss of transparency and excessive arbitrage in the value chain, to new tech being misused (like targeting). We’ve also somehow been drawn to buzzwords like ‘Big Data’, ‘Native Advertising’, ‘Second Screen’ and the worst one – ‘Mobile’. These cause complexity, confusion and ultimately investment going to the wrong places. These were all distractions from what should have been our focus… …creating the best individual user experience.