A New Era For Digital Advertising – New IAB Global Guidelines Focus on Experience

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.

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