This is a cautionary highlight of a term plaguing the ad world as the innovation of yesterday becomes commonplace today. The full report holds several Q&A’s with agency leaders from Forrester, Huge, Big Spaceship, Doberman and more. This particular article is a quick read covering some of the bullet points from the survey.

“It’s too blunt an instrument at this point. It’s not a term that tells you anything anymore, but we don’t have any more nuanced vocabulary yet, so we keep going back to it.” – Michael Lebowitz

Read the original article here.

We’ll be covering highlights of the full report and the other SoDA interviewees to dive deeper into the opinions shared in a later release.