Collaboration, openness and C-suite education – the digital industry’s manifesto for 2021
At an IAB-facilitated workshop at Mumbrella360 yesterday, the industry was challenged to help to help create a blueprint for how the digital marketing industry should look by 2021. Interim CEO Gai Le Roy summarises the key findings.
What do you get when you squeeze 120 people from all sides of industry around eight tables to discuss the future of our industry? An enthusiasm and willingness to work together and a very clear agreement from all parties on two key points.
Firstly that the entire digital advertising industry needs to collaborate to standardise key metrics; and secondly, that business leaders and senior marketers need to become digitally-literate and educate themselves on the full digital ecosystem if marketing is to truly thrive in the next few years.
IAB interim CEO Gai Le Roy at Mumbrella360 yesterday
Impressive spread of people in the room and some great ideas put forward. Look forward to seeing the rubber hit the road – not just for the IAB but also the marketers, adtech vendors and publishers too. Some real potential.