Digital advertising frameworks were originally designed for and deployed by for giants like Unilever, Walmart etc. As emerging advertisers entered the ecosystem, frameworks were retrofitted.
Strategies implemented by 40-50 advertisers per category are now stretched across hundreds (especially in the emerging markets), further diluting their effectiveness.
The media services industry, a human-intervention heavy model in its current form, relies on templated approaches that don’t adapt to evolving signals resulting in short-lived wins.
In 2024, potential mega advertisers of 2035 are 20 years from expertise/resources that established peers have to squeeze the full value of the otherwise hyper impactful paid-media ecosystem.