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Great conversation among two highly respected friends. I am skeptical on the sustainability of HEMS for the reasons cited in the article. I think the industry is embracing them like people clinging to an umbrella in a thunderstorm; that umbrella is going to invert and end up blowing away in the wind. For now, anxious investors and nervous advertisers are holding on with one hand while they sift through more durable alternatives. Whatever we ultimately coalesce around will need to be consent first, transparent, auditable and give clear and immediate control to the consumer so that they can change their choices instantly and with ease. Much will have to change to get to those standards, but until we get there, we’re just praying the umbrella will survive a storm where the wind is building.

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