Revitalizing Adtech: Why Human Creativity is Essential for Innovation

The article critiques the uninspired state of adtech, likening it to a bland grocery store while advocating for a resurgence of human creativity in innovation.

The world of advertising technology currently lacks inspiration.

When I think about its present state, words like “stagnant,” “dreary,” and “uninventive” spring to mind.

To illustrate my feelings, I would compare adtech to a visit to a dull grocery store—one that’s entirely void of any excitement or novelty.

The Current Landscape of Adtech

Just like a supermarket filled with endless variations of similar products, the adtech industry is overloaded with countless companies competing for attention, all offering essentially the same solutions.

Take a closer look at its core functions—like A/B testing, attribution, or analytics—and you’ll find a sea of businesses claiming their method is the best amongst a host of similar services.

While some firms may indeed deliver beneficial tools or attractive pricing, the pressing question remains: Are they genuinely innovating? Are they introducing fresh ideas or creatively tackling old challenges in ways that truly matter? More often than not, the answer is no.

The Challenge of Old Solutions in Adtech

However, it’s crucial to recognize that the absence of fresh ideas isn’t inherently negative.

Chasing after new concepts without a clear demand can result in products that don’t meet practical needs or resonate in the marketplace.

This pattern tends to emerge during periods of exaggerated enthusiasm.

For example, when cryptocurrency excitement peaked in the late 2010s, many companies sprouted up, simply reworking existing technologies with blockchain elements—often without delivering any real value.

A similar narrative is unfolding today with the rise of generative AI.

About the Author

Chris Gadek is the CEO of AdQuick, a company dedicated to seamlessly bridging the gap between advertisers and out-of-home media owners throughout the United States and beyond, utilizing natural language processing (NLP) technology.

Source: Fastcompany