How to Achieve a Sustainable Advertising Ecosystem

Believe it or not, the advertising industry operates similarly to a finely balanced ecosystem in nature.

Take for instance, the Amazon Rainforest. At 2.5 million square miles, it is the largest self-sustaining ecosystem on earth. To help keep this natural ecosystem vibrant and healthy, three elements work in harmony to keep it in balance: air, water and sun. These interdependent elements ignite photosynthesis for animals to eat, plants to grow, and oxygen and carbon dioxide to continue their delicate exchange.

Just as nature has created a dynamic, interdependent template to sustain life, the advertising ecosystem also needs to be in balance to sustain its livelihood.?

A well-balanced ecosystem produces valuable ancillary byproducts too, as a result of co-dependent relationships. The exchange of money and inventory between marketers and media companies not only creates access to free or affordable inventory for consumers, but it inherently creates marketplace innovation.?

The unwritten value exchange between media companies and consumers has accelerated the growth of OTT and this has in turn provided consumers with more choice, more pricing options and more opportunities to watch advertisements from marketers.

But there are interlopers who are invading the ecosystem and challenging the equilibrium in new ways, and it's time for marketers to adapt. We must let the disruptors in and learn from them. The weak will get overrun, and the strong will make the system better. After all, Netflix just announced that it’s aiming to have advertising on its platform by the end of 2022. Everyone adapts. And that’s a good thing for all.

This is an excerpt from an article written by Jack Bamberger, Chief Commercial Officer at Amobee.?