Jonathan MacDonald

Jonathan, it's a great paper and a great proxy for how advertising (drop the "mobile") will look in 2020. I've given it some commentary at http://bit.ly/ad2020 and this post has been the most popular ever for London Calling (I've never had 74 concurrent visitors!) - a great reflection on the quality of the paper.

Well done, I like it! Agree, specifically with the thoughts on peer advocacy, needing to aggregate inventory at country level (unless media buying changes dramatically) and operator segmentation/specialization. Found the bit on the "mobile device orchestrating which of the relevant screen the ad content will appear on" interesting. Some of that is happening in the market I'm currently in (Japan) already, admittedly at a very nascent level.