Odysseas Ntotsikas, Founder and CEO of ThinkDigital group (TDG), in a conversation with The Total Business on the future of Advertising.
For years, advertising has been optimizing itself into a smaller and smaller corner. The industry built better dashboards, faster auctions, and tighter attribution windows — and somewhere along the way, it stopped asking the most important question: are we actually growing brands, or are we just getting better at measuring the easy things?
This is the conversation the TDG Founder and CEO, Odysseas Ntotsikas, sat down to have with the Total Business.
Clicks, last-click attribution, cost-per-acquisition — the metrics we treat as ground truth are, in most cases, measuring the end of a decision that was made much earlier, by a consumer who first encountered the brand in a moment we never properly valued — and that could be the most important one of all.
Since its founding, TDG has stood for transparent, responsible advertising that respects both advertisers and consumers. Through its portfolio companies, the group has consistently advanced technology in the service of people, and promoted practices that create meaningful and sustainable value for brands and consumers alike. The takeaways from this conversation are a reflection of that founding belief: that the compass guiding brands to successful advertising is, and has always been, the consumer.
This was an exciting discussion on the truths the advertising industry has been avoiding to face — and on where the answers to its current and future challenges actually lie.
Watch the full interview below.