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Earlier this week, Digiday reported that parties were trying to engineer a divestment of Yahoo’s demand-side platform, but who would buy such an asset, especially in this market?
Now that the hard yards of reporting have been done, it’s time to reflect on the subsequent output of ad tech’s chattering classes to assess the likely outcomes of such a process.
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The complaint that advertising isn’t focused on originality is a common one. Every few years, conversations about when the creative was wild and innovative resurges. What’s different now is that creatives have even more threats to their livelihoods — the rise of AI, the rush to follow trends on social, squeezed budgets and now tariffs.
In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a senior creative at a creative agency on originality.
This interview has been lightly edited and condensed for clarity.
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