Foreword
I first met Diaz at an industry meeting at the Interactive Advertising Bureau held by Peter Minnium (who writes in Chapter 23, “Industry Perspectives”). This meeting was a combination of creatives and technologists whose mission was to address the challenges that were ahead of us related to the proliferation of screens. The problem at that time was addressing mobile and native content, but we’d soon determine that was just the tip of the iceberg. What new approaches would we take as an industry? How would those affect creative development, media placement, and measurement?
In the early meetings, Diaz and I were instant teammates in a battle for which we had not enlisted. It was called the “technologists” against the “creatives.” The ...
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