Walled gardens control the multi-billion dollar advertising industry. Platforms produce flawed metrics in favor of themselves. We’ve passed peak app and mobile web is rebounding with the help of accelerated mobile pages and instant articles. Privacy is an issue like never before. Ad fraud impacts as much as a third of mobile ads, and Russian hackers are siphoning $3-5 million/day from video advertiser budgets.
We need to make it much, much better.
•Brands need simple tools that combine marketing and advertising data in one simple open platform
•Advertisers need to be able to manage, measure and attribute campaigns on web, mobile and any other platform used
•Marketers need better-aggregated data that clearly illuminates the customer journey and shows the value of each point on that map
•CMOs need assurances that dollars they spend to go to reaching, engaging and winning customers, not cheaters
We asked 10 world-class industry experts for their opinions on the state of marketing and advertising, and where it’s going in 2017.