In this episode, I welcome two respected experts in the digital advertising space, Ben Wise and Jeremy Freedman, to explore the evolving landscape of digital advertising and the future of agency structures. We start by discussing the current definition of digital advertising, noting its evolution beyond traditional online ads to encompass various channels like billboards, audio, and even in-video game ads. Ben suggests that dropping the term "digital" from advertising could benefit the industry, as advertising increasingly permeates all aspects of modern life. The conversation turns to the role of chief digital officers in organizations, with Ben and Jeremy advocating for a shift towards a more consumer-centric approach rather than focusing solely on digital channels. They emphasize the importance of understanding consumer behavior and meeting them where they are, regardless of the platform. Programmatic advertising is highlighted as a solution to simplify the complexities of reaching consumers across multiple channels. Jeremy explains that programmatic technology streamlines media buying and offers a more efficient way to target audiences. Data-driven targeting is recognized as a powerful tool in advertising, but both guests stress the importance of creative messaging. They emphasize that while data can optimize targeting, effective creative remains essential for engaging consumers and driving results. In the end, Ben and Jeremy assert that a balance between data-driven targeting and compelling creative is key to successful advertising campaigns. They highlight the need for continued innovation and adaptation in the ever-changing advertising landscape. Listen in to hear the whole discussion.