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The more I look at what publishers are starting to do with ad tech the more convinced I am that we got to this point simply because no one was bothering to look at what was going on.
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I mean so little of this was hard to see. It was only slightly harder to backtrack. And the solution many have come up with are so bog simple (not arguing efficacy, just complexity of the approach) it really feels like no one had even tried up to this point.
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And there was no distinguishing the positions of old vs new, hip vs square, media until very recently. They all either were throwing their hands up in the air like they were helpless or they dgaf.