Between the time I got into the advertising business and around 2005, the advertising business changed very little. This started to change between 2006-2010 with the arrivals of the iPhone, TRA and deterministic digital targeting. (Dave Morgan's TACODA deserves much credit.) Since 2011 the speed of change and the introduction of a surfeit of tools (and now the imminent retraction of some) has whiplashed the most durable of us into a haze of confusion.
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