Originally published and prepared for Sparrow clients - since this was such a great show we're making it public for everyone. Enjoy!
We recently attended the IAB Annual Leadership Meeting in sunny Palm Desert, CA -- for many years now this has been the must-attend conference for senior execs across adtech & (increasing parts of) martech. While the main audience tended to skew more towards publishers and tech companies/platforms in previous years, the IAB has consciously been expanding and proactively reaching out to brands to involve them in this and other relevant industry conversation that the organization facilitates. Last year at the same venue, P&G’s Marc Pritchard issued his industry-rallying call on transparency and ushered in some major changes that his organization was putting in play immediately (and, of course, anything that someone who commands the size/spend of a P&G does has instant ramifications of the rest of the advertising and marketing worlds). Since this conference tends to set the main areas of focus for the industry for the remainder of the year, here are the most important takeaways we had:
There you have it: some big topics and trends that are coming to a head in 2018. In a nutshell it’s all about adaptability and agility: those that can make quick decisions backed up by data and who don’t over-invest in specific point solutions but rather prepare for a more fluid, on-demand operation will be the likely winners both short- and long-term. If legacy brands don’t adapt quickly then the logo slide of the world’s most cherished brands in 5 years time will look very different than it does today.
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