It is no news that technology has shifted the way consumers engage with media today. First came the DVR, followed by social, and then Ad blockers, Ad free subscription models and skippable ads. With Amazon, Netflix et al. taking their share of linear video watch time from TV networks, the pool of inventory is eroding. And, in just 5-10 years, consumers have taken charge of media.

Being boring or irrelevant is commercial suicide; a brand's quality score will drop, its skip rate will rise and people will go out of their way to shut it out. On the other hand, brands that choose to create more meaningful ad experiences will be rewarded with attention, reach and permission. This is essential in order to adapt to the context of our audiences at a deeper level than ever seen before. In order to do so however, it requires responding to the myriad data signals that surround every ad impression - from time to location, environment to device, mood to purchase history.

Marketers have the right to demand transparency when it comes to their media spend and effective cost and reach of advertising. So in Japan today, why hasn't media spend transitioned to digital in the same way consumer behavior has? What does digital strategy truly mean? It's time for both agencies and marketers to confront digital disruption head-on.