PRAM is the latest sign that major advertising stakeholders are racing to formulate new digital media standards as foundational practices of online marketing enter their final days. Announcing the partnership, ANA Group Executive Vice President Tucker positioned recent shifts in the industry in especially doom-like terms.
“In the ancient story of the Tower of Babel, the city collapsed because its inhabitants lost the ability to speak a common language,” Tucker said in a press statement. “The digital advertising industry faces a comparable challenge around addressability today, as recent changes announced by operating systems, browsers, and other technologies, if implemented, will significantly impact the traditional marketplace language of cookies and mobile IDs.”
