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Collaboration, openness and C-suite education – the digital industry’s wish list for 2021

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What do you get when you squeeze 120 people from all sides of industry around eight tables to discuss the future of our industry? An enthusiasm and willingness to work together and a very clear agreement from all parties on two key points.

Firstly that the entire digital advertising industry needs to collaborate to standardise key metrics; and secondly, that business leaders and senior marketers need to become digitally-literate and educate themselves on the full digital ecosystem if marketing is to truly thrive in the next few years.

IAB interim CEO Gai Le Roy at Mumbrella360 yesterday

We had challenged people from every corner of the industry – marketers, publishers, platforms, agencies and vendors – to break away from their short-term focus and to discuss one of four provocations which were flagged by members of The Marketing Academy alumni as their most pressing concerns looking forward to 2021:

  • What will be the skills/capability required?
  • What will we need to deliver with measurement and attribution?
  • How will data privacy awareness and regulation impact the industry?
  • How will technology improve digital transparency?

I was personally heartened to see such a large group of senior industry leaders from all parts of the ecosystem and many different verticals jumping into these discussion with such enthusiasm and looking for solutions, not blame.

It quickly became apparent that the central theme from every table discussion was an agreement that industry needs to pull together to achieve the things........

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