When Madison Ave.’s tech elite met the leaders of Silicon Valley this summer, both noticed a different type of digital divide. There was a rift between the West Coast techies and the East Coast media and advertising culture. Bridging this gap is the central theme of this week’s 2012 IAB MIXX Conference & Expo. The conference is designed to create informed innovation where both sides can benefit from a cross pollination of ideas.
Randall Rothenberg, head of the IAB, wrote in an article for Adweek that, “The marketing community and consumers must be considered concurrently at the outset of development of a new product or business model. It’s not one, and then the other; it’s both at the same time. When media and brand interests and discoveries are aligned, when they inform each other, the result is not only improved business performance for all, but it’s also the continued advancement of the quality of life.”