It’s only just begun: no, it’s not the opening line of a song, it was the theme of this year’s IAB Engage summit. It echoes the sentiment of Larry Page, at Google’s 2013 meeting, when he said: “We’re only at 1 per cent of what’s possible.” And while it’s laudable, it does seem as though the faster the industry runs at this, the quicker the size of the opportunity expands, and we’re left perpetually chasing our tail. Sometimes it is ability that holds us back, sometimes it is a deficit in skill sets, but often it’s good old-fashioned inertia.
At the Engage summit, the underlying theme present in almost every talk was customer experience and it’s fair to say that we’ve only just begun when it comes to this too. Read More