The way people access entertainment has changed – why haven’t ads?

Back in 1983, screenwriter William Goldman claimed that "nobody knows anything. Not one person in the entire motion picture field knows for a certainty what's going to work”. While this may well have been true of the Hollywood film industry at the time, in today’s data-driven world of online advertising, it could be argued that we have the opposite problem: now we have the power to know everything, but we still don’t seem to know exactly how to capture our audience’s imag