Over the past five years, more than $5 billion has poured into advertising technology. All this money is ostensibly to make life better — much better — for the core players of the system: advertisers, agencies and publishers. And yet there’s a feeling that this isn’t the case, at least not a $5 billion improvement.
Digital media has long struggled to balance art and science. With its roots in direct response, science nearly always wins. The playing field is even more uneven because venture capitalists love math. Ones and zeros scale; art doesn’t.