I always have the same question in mind when writing for this particular issue: How do I strike the right balance between optimism and realism? New opportunities exist, but there are challenges to overcome in an increasingly fragmented media landscape fraught with complications around privacy, continued walled garden dominance and the detrimental knock-on effect for local suppliers.
It’s a tricky subject matter, new media. Unpredictable and complex in the main, yet also extremely rewarding when we get it right. For me it’s all about trial and error, implementing the right tactics to unite every stakeholder under one common aim and secure the future of digital advertising.
Think of the
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