IAB chief emphasizes content over tech & clicks ::else it’s a beautifully wrapped empty box::

Randall Rothenberg

Yet as we have seen time and again, going back to the earliest days of the printing press and then broadcasting, it is the commoditization and ubiquity of emerging technologies rather than their closely held, proprietary ownership that feeds creativity, audience growth and commercial opportunity. It is only when freely available standards are established that new forms of media—the TV sitcom, the glossy magazine or digital music distribution—can thrive…

It has also become clear that companies need to let go of their decade-long obsession with SEO and gaming the rankings, which has content implications. Google, for one, has made it clear that its new algorithms will reward those who produce authentic, engaging content that is also valued by others.

Read the full piece at Adweek
From newsplexer.com