Speakers at this year 's Incorporated Society of American Advertisers conference focused on problems related to effectiveness rather than last year 's hot topic , transparency , suggesting the industry is less concerned about the problem . The long tail of content is no longer as relevant to larger advertisers like Unilever as it once was. Unilever 's CMO Chris Weed called for curbs in retargeting and bombardment , while Sarah Smith , head of global marketing at the company , said there needed to be increased focus on brand relevance and brand affinity .
Speakers at this year 's Incorporated Society of American Advertisers conference focused on problems related to effectiveness rather than last year 's hot topic , transparency , suggesting the industry is less concerned about the problem . Unilever 's CMO Chris Weed called for curbs in retargeting and bombardment , while Sarah Smith , head of global marketing at the company , said there needed to be increased focus on brand relevance and brand affinity .