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The next innovation in adtech?

Just a quick note on Columbus Day…

At last week’s ARF seminar on OTT, Bryon Schafer of Otter Media was interviewed by James Rooke of Freewheel. Bryon had a very interesting comment about the next innovation in ad tech – he said it should be the humans behind the tech. There needs to be more people who understand the advertising business – cumes, reach, frequency, how the buying and selling market works.  To extrapolate – as is often the case, engineers and data analysts have gotten ahead of the human side of a solution. While traditional standards can often be improved with disruption, there can be advantages to operating within the context of a marketplace that has evolved over decades. Not seeing standards as an anchor that weighs down innovation, but as an anchor that connects innovation with the real-world activities in the marketplace.

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