This article is part of a limited editorial series, called The 2023 Notebook, and is designed to be a guide to marketing and media buying in the new year. Explore the series here.
In the Bible, there’s a parable about the man who built his house upon the sand versus the man who built his house upon the rock. When the rain fell and the floods came, the house on the sand washed away. Meanwhile, the house on the rock stood.
That parable may have become more relevant across the digital advertising landscape after the advent of Apple’s iOS 14