As someone who has worked in the industry for more than five years, I have never known a time of such incredible change for the ad tech ecosystem as 2021. While Blis is fully attuned to and prepared for the upcoming disruption, there is still a significant number of vendors that don’t appreciate the scale of the change and most importantly the impact it is going to have on all stages of planning, delivering and measuring the digital advertising strategy.

As the advertising industry must move away from targeting based on identifiers and personal data, brands need to find new ways to drive key business outcomes through personalised and high-performing digital advertising.