THE AD CONTRARIAN: While most brands are preoccupied with differentiation, positioning and purpose, their real aim ought to become famous in their category.
THE AD CONTRARIAN: Revelation about billions of misdirected ads—that no one noticed for nine months—exposes the elephant in the programmatic-advertising room. But which elephant is it?
THE AD CONTRARIAN: What will happen now? My guess, the IAB will come up with some new horseshit that will take years to litigate while the adtech industry goes merrily along screwing the public.
THE AD CONTRARIAN: I know 97% of my programmatic ad budget is wasted, I just don't know which 97%.
THE AD CONTRARIAN: Assumptions must always be challenged if we are to have confidence that we actually know anything, but an evidence-based approach is all too rare in marketing.
THE AD CONTRARIAN: There is perhaps no bigger waste of time, energy, and resources in the client-agency relationship than what is laughingly called "the briefing process".
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