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?

For Andreas Cohen, chair of the I-COM, the global marketing data trade body, it’s time professionals started putting consumers first – or they risk letting the opportunity go to seed.

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.