The Guardian's Tim Gentry on Why the Digital Advertising Problem Needs a Unified Solution

It's a hard call to make, with disincentives for the first to make it, but there's a growing acknowledgement that digital publishers and advertisers have failed to deliver on the promise that digital advertising held.

The ability to identify individual users and target appropriate ads at them in environments that make them conducive to purchasing a product would have seen like a pipe dream to legacy print publishers, who after all had no way of gathering the data that made that possible.