The industry is fundamentally broken. New processes and structures – including actionable standards – must be constructed and driven toward widespread adoption.
AdTech buyers don’t know how to solve their growing technology problems. They are underwhelmed by the performance of existing solutions, hope to reduce the number of technologies they license, and yet expect to increase their stack significantly; all the while believing that the adTech vendors are responsible for solving these problems.
These same buyers recognize the growing problems of fraud, transparency and brand safety, yet reveal that the technology vendors trying to solve these problems perform dismally. Finally, these same buyers believe that it is the vendors responsibility to solve these problems.