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This week’s Digiday podcast comes to you live from the Cannes Lions, where the worlds of media, marketing, ad tech and creative have come together for the first time in person in two years.
Today’s podcast guest is Joanna O’Connell, VP and Principal Analyst at Forrester Research, who offered an unvarnished view of the industry’s ills while attributing some corners of ad tech the worth trying to make things better.
“In 25 years of digital advertising, innovation has gone beyond the thoughtful, methodical and careful assessment of what could be done versus what should be done,” O’Connell said, sitting in the lobby of the famous Hotel Martinez at the end of the Croisette, the main boulevard that connects all major hotels to the Palace (where Cannes-Lions sanctioned content is held).
“There’s a lot going on that shines a light on what we’re doing that gives us a moment, or should give us a moment, of pause,” O’Connell added. “And I say this to the biggest brands and the biggest media platforms in the world because it is their responsibility, ultimately, to be the shepherds of great experiences for consumers.”
O’Connell also discusses the flood of new technological innovations that are creating “a lot of noise”, the causes of continued fraud in the industry, what walled gardens may be facing from brands and why the idea that consumers ultimately own data is a much more nuanced issue than it seems.
Stay tuned for our next interview on Wednesday with Arun Kumar, Director of Data and Marketing Technology for IPG, and CEO of Kinesso, IPG’s marketing intelligence engine.