The Digital Ad Armageddon That Never Was

Initiatives like the Trade Desk's UID 2.0 were supposed to save the industry - which no longer appears to need saving

“Where is this disaster I'm hearing about?”

That was the question my old colleague Brian Morrissey asked me during the recording of my year-end podcast (Next in Marketing).

Brain and I were running through the biggest stories of 2021 in media and advertising, and almost as an afterthought I mentioned the seeming disconnect between all the doom and gloom e…