Segment 1: In conversation with Jake Jake Moskowitz, VP of Data Strategy at Emodo + Head of Emodo InstituteHere are the highlights 1. The mobile ad tech ecosystem The mobile marketing has consolidated in the last 5 years or so- there are clear centralised players where the money flows – namely the walled gardens and the open ecosystem. Jake explains all the elements of the ecosystem and how they work – a great segment to understand what’s what in mobile ad tech. 2. Is there a difference between mobile marketing and mobile ad tech?It may hard to see it from the outside, but the fact is that Mobile has taken over digital marketing, and Jake believes it happened the day Facebook advertising went mobile. “Even though a lot of marketing money is going to mobile, it’s not something marketers are specifically creating a strategy for, because the platforms are set up to build out a seamless experience between devices.”3. What’s the biggest challenge with Mobile Ad tech today?The biggest challenge is that the platforms are catering to the lowest common denominator – this has watered-down the advertiser’s ability to be picky. People worry mainly about where the ads are running – and not worrying enough about the ‘how’ of the data. “Half or more of data is wrong - and yet people just assume it’s right because it’s in front of them – and I don’t think platforms today are doing enough to enable people to be pickier about the data on which they base their programmatic decisions”. 4. What can we do to fix the data reliability and accuracy problem in ad tech?Both Agencies and Vendors are starting to talk the language of quality – 3 years ago it was completely about scale and price. “The point is not to expect perfection - you have to keep making the trade-offs between quality (engagement) and quantity (reach) based on what your context. When it comes to decisions between scale and accuracy, the key is to balance both.”.5. On 5G: what it is - and isn’t - about .Jake, who runs a podcast about 5G called FIVE, gives us the abridged version of what we need to know- as marketers- about 5G and its impact on the future of marketing. “5G should not be about speed in terms of ‘how fast you can download a movie’ - the real game changer has to do with latency - the interaction between a device and a network – the responsiveness timing. It will change the way marketers can use VR, AR, video, smart home devices”. Marketers need to think of 5G as a system of complementary technologies. It’s not about 5G alone. It is the combination of 5G + IoT + AI which is going to make probabilistic data far smarter. Soon, this will be the only way to make decisions fast enough for marketers to do real-time marketing. Depending on deterministic databases sitting on an AWS server 2000 miles away will not allow marketers to be able to keep up with the kind of new consumer expectations at scale in a 5G future. Jake says the 3 things marketers should think about in a 5G future are:1. Building innovative, immersive customer experiences2. Getting access to quality AI 3. Getting attached to the best data input sources We also talk about Locational Data being the only inherently data uniquely available from mobile, and how marketers need to make the most of it, in a world governed by regulations and consumer awareness. (The 6th episode of FIVE podcast is all about the Privacy Conundrum)Segment 2: Trend of the Week: Business Roundtable redefines the purpose of corporations 181 CEOs committed to lead their companies for the benefit of all stakeholders – customers, employees, suppliers, communities and shareholders. Anand explains why Marketers should care. “Brands are closer to consumers with digital. Consumers now dictate how a company should build a business.” He also wrote a blog post about it that we think you should read.