In Alan Kay’s talk “How To Invent The Future II” he quotes Tony Hoare:

“Debugging is  harder than programming, so don’t use all your cleverness to write the program.”

The entire digital ecosystem, so incredibly complicated that nobody can tell why a particular ad was served to a particular identity (or even if the identity is a human), was programmed by thousands of companies in pursuit of quick profit.

Now that we know it’s a mess, who’s gonna fix it? Not more tech, that’s for sure. And there’s no money in the slog of debugging.

Takeaway: Don’t rely on buggy technology. Think like a marketer. Segment and prioritize before you go in search of “reach” or “audiences.” And win.