Thread · 2 tweets · 12 Feb 2021

That's a very valid concern, but the way I see it things have to be phased. In the beginning, it's new and experimental, and yes pulling it off requires a solid team. But then innovation gets commoditised and everyone can use it.

My primary worry is the timing. So much of the ad industry is still in denial, there is too little thought or investment in the next step. So things are likely to get rougher before they get better, which will inordinately impact small players. That really sucks.