Ad Tech was born out of the marketer's need to target, display, and track user web actions (even offline), and content creators need to monetize their creations

Ad Tech was born out of the marketer's need to target, display, and track user web actions (even offline), and content creators need to monetize their creations. It is not just content creators, but large enterprises like Walmart and Kohl's, Amazon who have ad space on their homepage. The Ad Tech crew came in and connected the pipes in order to provide a solution to marketers and in return content creators. The consumer (of content and goods) was left behind, dropped into the background of the conversation, what was their experience - who cares. It is like a cruel cycle of content creators willing to sell more ad space for incremental revenue and marketers willing to buy it for incremental views (revenue, clicks, conversions). I think the ability to measure the effectiveness (likely low, very low) impact of digital advertising dollars will add a balance to the equation. Right now, it is two parties moving in cyclical unison towards higher expenditure and worse user experiences. A third party is required to reset expectations and show a more realistic impact of digital advertising. - Currently, working in ad tech, I find marketers have lofty goals in terms of revenue or leads generated by digital advertising...