In this second part, Nick Manning analyses the rapid transformation of the supply-side sector in more depth, explaining what is happening, why, and what may come next.

If the legacy extractive media agency business model is dying despite the life-support system of non-transparent revenues, what happens next? asks Nick Manning.

The Tai Chi scammers aren’t the only ones preying on our addiction to social media. Why is adland not discussing ways to root out this poison? 

If we persist in chasing the ‘guaranteed outcomes’ being touted by the ad tech industry, we will get what we deserve. There is another way, writes Nick Manning.

Market consolidation will lead to excessive power for dominant US media owners and ad-funded platforms, as well as for most non-UK agency groups. It would spell ‘Apocalypse Now’ for UK audiences, advertisers and the component parts of the UK advertising industry, writes Nick Manning.

Non-transparent policies dressed up as ‘outcomes’ delivery and measurement, wrapped up in bundled packages that only the agencies themselves understand and control, will not provide what advertisers need, writes Nick Manning. 

The news from California and New Mexico confirms that the way forward is regulation. The ad industry has always opposed more curbs, but now there is no argument against them, writes Nick Manning.

In the aftermath of Davos and global events, Nick Manning calls on responsible governments to provide alternatives to the media baron-run platforms.

Nick Manning despairs at what’s happened to adland over the past 12 months, but insists there’s plenty to reflect on, and that signs of positivity do exist.

Nick Manning concludes his series reflecting on the ‘Advertising: Who Cares?’ summit by outlining the recommendations for action.