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.
Big Data and Data Science are overused catch phrases that can mean anything anyone wants them to mean. But the hype doesn't change the facts. We are being overwhelmed with data, and I can assure you that if you don't know what to do with it, your competition will.