MobileBest 2017: 4 Burning Issues in Marketing Technology

Walled gardens control advertising to billions of people inside their borders. Metrics from the major platforms show serious flaws, generally in favor of those platforms. We’ve passed peak app, and mobile web is rebounding with the help of accelerated mobile pages and instant articles. Privacy is an issue like never before. Ad fraud impacts as much as a third of mobile ads, and Russian hackers are siphoning $3-5 million/day from video advertiser budgets.

We need to make it much, much better.

• Brands need simple tools that combine marketing and advertising data in one simple open platform
• Advertisers need to be able to manage, measure, and attribute campaigns on web, mobile, and any other platform they choose to use
• Marketers need better aggregated data that clearly illuminates the customer journey and shows the value of each point on that map
• CMOs need assurances that dollars they spend go to reaching, engaging, and winning customers, not cheaters

We asked 10 world-class industry experts for their opinions on the state of marketing and advertising, and where it’s going in 2017.