With more and more questions being raised about the true value of methods such as click-through rates, it could be time to consider setting a new industry standard - and going to an old-school marketing idea for it.
More than a year on since the Cambridge Analytica scandal, lessons are still being learned. Yet many marketers have stuck their heads in the sand and refused to adapt.
Last month, a curious exhibition took place in New York. The photographs showcased would have, by conventional standards, led to the exhibition being a complete dud.
Digital native brands such as Netflix and Spotify are setting the standard, using AI to curate perfect recommendations for their users - and consumers now expect the same personalisation from all brands.
