How Ad Tech Can Tap Into Consumer Emotions to Drive Digital Sales

They need to start thinking like brand marketers

Ad tech as a whole is not focusing on its consumers' interests enough still. Getty Images

For over 100 years, marketing and branding have been the backbone of every industry. And yet ad tech has failed to learn even the most basic lessons that have built great companies around the world. According to one industry expert, “most [ad tech] founders have a narrow understanding of what marketing is and its crucial role in building a business for the long-term.”

@adamaslatei Adam Cohen-Aslatei is managing director of Chappy.