The digital marketing industry is still struggling to realise the data-driven revolution

It’s fair to say that 20 years in the ad agency world has given me a pretty strong sense of what’s working and what’s not within the realm of digital marketing. But just 12 months since making the move from agency to ad tech provider, my thinking about the scale of the challenge facing our industry has evolved significantly.
ComScore research shows that, globally, mobile usage now accounts for 60 per cent of time spent online, while desktop-based digital media consumption