Every crisis needs a villain. The advertising crisis is no exception. Some want to blame ad networks, others want to blame programmatic pricing tools, and still others believe that bad coding is at fault. Page load times are an obvious villain, but maybe we should blame the evildoers who clutter our world with massive amounts of interruptive, unwanted ad fodder. In practice, there are a number of easily identifiable tactical and executional factors contributing to the industry's existential crisis. Sadly, even if the industry could solve all of them, the effort would do very little, if anything, to correct the misalignment of outcomes and incentives that are the root of ad evil.
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It's rare to say "Microsoft" and "cool" in the same sentence, but Microsoft's new Outlook app is definitely cool.
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