Why a universal ad ID can transform the industry

 The advertising industry is fascinating in a number of ways.On many fronts, the rate of change and adoption of new technology and data is astoundingly fast. In other ways, there is incredibly slow progress to move and adapt to these changes, in part because of legacy and a lack of aligned incentives.However, there is one area where incentives are truly aligned across the value chain in this world of fragmented screens and media: the creative execution.Advertisers want their message to be a