OPTIMISM & INNOVATION IN A FRAGMENTED ADVERTISING ECOSYSTEM
Right message, right person, right time. Technology has been touted as the deliverer of this coveted ‘Holy Grail’ for marketers. But the digitization of both industry and consumer has instead brought about an increasingly complex landscape plagued with concerns around brand safety, ad fraud and personal data privacy. Though the Google / Facebook duopoly reins supreme, what are the opportunities and challenges for enterprising startups? Can a broken ecosystem be fixed for an increasingly sceptical industry, fatigued by murky promises?