SEVILLE — In the world of ad-tech, advertisers and vendors frequently point at so-called “bad actors” ruining the system. But what if the real “bad actors” were industry executives themselves?
The tagline of Cohen’s latest conference, in Seville, is “Making Data Human“. he explains: “(It’s about) making our industry more focused on the consumer experience with digital media and data.
“We all know that this is not where it should be. We see blowback through ad-blocking, through privacy legislation, there are issues on the advertiser front with fraud and non-human traffic.
“It’s time for the industry to recognise its failings more broadly and, from a more senior management point of view, to say, ‘We need to collaborate, to get together to up our game. This is not a sustainable model that we’re on, this can ruin the business overall’.”
This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.