Paul Evans was one of the driving forces of Vodafone’s global in-housing of search, social and digital media but he’s still not sure the ad industry at large has solved John Wanamaker’s famed conundrum that half his advertising was wasted but he didn’t know which half. Evans was also involved in the early scoping of PwC's recent forensic dive in the UK into the programmatic supply chain - which couldn't find where a third of cost is ending up. Given the billions advertisers are spending programmatically, he thinks regulation beckons. And while in-housing programmatic is “hard work”, Evans believes Vodafone and others that have committed for the long term will only gain... and won't be U-turning any time soon.

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