Tech

Advertising used to follow a predictable, traditional story arc: Lead in, build-up, climax, the big reveal, offer, and branding. This formulaic ad type is past its prime and simply does not perform anymore.

Product-led Growth (PLG) is a relatively new model that has been adopted by many of the most successful tech companies. In a product-led approach, brands want their users to get the core value as soon as possible.

As a proponent of ad tech innovation, it pains me to say this. Our industry is wildly inefficient, not automated, and not transparent. And we’re barely addressing these major faults.

No matter how much the world changes, the importance of serving your customers well will always be a top business priority. Yet how you achieve that goal must continually evolve.

For several years now, the digital ad industry has operated under the auspices that strict privacy regulations could come down at any moment.