Change or Die?
18 May 2016
In an interview with AdExchanger’s Kelly Liyakasa, Andrew Shebbeare, one of Essence’s founders and Chief Product Officer, warned that the advertising industry is at a tipping point: change or die?
In the face of serious issues, like ad blocking and fraud challenging, the ad ecosystem, Andrew suggested that digital advertising has a lot to learn from economic theory.
The industry, he says, needs to ask itself a tough question: “Are we gradually destroying ourselves or is there a path to an efficient market where good performance is rewarded and we create better experiences for users and better monetization for publishers?”
Change or die? Read the full interview on AdExchanger.