We marketers love to imagine our customers. We want to see them, understand them and get inside their heads. Who knew that for decades these efforts have been suppressing business results?

OTT (over-the-top content) is racing ahead in relevance and frequency, and there’s no signs of it slowing down anytime soon, which might be to the advertising industry’s chagrin. So here’s the question: Is it TV or is it digital?

When data is at the center decision making, advertising traditions are pushed aside. Instead, there are hypotheses that are tested, measured, and verified. Anything else is a waste of time.

Advertising, like government, moves at the speed of trust.