I recently spoke with David Moore, CEO at BritePool, who used the fable of the slowly boiling frog to describe the current mindset in ad tech:  "If you drop a frog in a pot of boiling water, it will of course frantically try to clamber out.  But if you place it gently in a pot of tepid water and turn the heat on low, it will float there quite placidly.  As the water gradually heats up, the frog will sink into a tranquil stupor, exactly like one of us in a hot bath, and before long, with a smile on its face, it will unresistingly allow itself to be boiled to death."