For years, the digital advertising industry settled into a predictable pattern. Let’s call it SBLR for short: Soul Searching, Big Speech (typically at the IAB or ANA annual meeting), Little Industry Action, Repeat. Not much progress was made toward cleaning-up programmatic advertising or even defining what “cleaning-up” actually meant.
But recently, things began to change. CMOs like P&G’s Marc Pritchard began pulling dollars from sellers that failed to meet minimum standards. We saw real momentum behind several industry initiatives focused on quality supply and user protection.