• by Andy Oakes  @andyoakes, January 10, 2014

As we head into the New Year, many will have set resolutions for 2014. Many will be well meaning, a chance to put behind any mistakes we might have made in 2013, and others will just be new ways of doing things. It’s never an easy task. Indeed, by the time this is published, I’m fully expecting to have broken a few myself. No wine in January is always a toughie. I’m hoping to make it past the 10^th.

So whilst I don’t seem to have the self-discipline to keep to my own, it might be easier for me to set some resolutions for the digital industry to follow.  

Google – 2014 needs to be the year that the big G truly define what Google +  is all about, where it fits in our world and where brands can be using it well. Unusually for Google, there has been a lack of clarity and no real promotion of the service. I like and use the service but frankly, not many others in my network are that active. Time to give it a kick start.

The IAB – I should be clear and say that I’m referring only to the UK IAB here. Now, repeat after me guys, “We should stop trying to be a conference company”.  I want the old IAB back, the one that campaigned for the industry, the one that stood for something, the one that led the way when other trade associations seemed to be floundering. I want to see leadership on the clarity and transparency issue in the adtech world, I want to see you at the forefront of the debate on native advertising.  The self-congratulatory air of your events is not attractive. Maybe it’s time for some fresh blood at the top?

And whilst I’m talking about events, can I put a plea out to all events organisers for 2014. Whilst I agree that Google, Facebook, Twitter and Amazon are good to hear from every once in a while , we don’t need to see them at every single event. There is some amazing and innovative work being done by smaller outfits that I would much prefer to hear from. After all, isn’t one of the most interesting things about our industry the chance to spot the next Google or Twitter?

My resolution for the adtech world is simple. Tell us who you are, what you do and why you are different. There is simply not enough differentiation in the market at the moment, not enough selling of USPs. We know from 2013 that some of the IPOs in the adtech space didn’t really fly because analysts didn’t see the competitive difference. Time to front up and be clear about your proposition.

Publishers have a big opportunity this year to take back a bit of control. What I really want to see from publishers this year is bravery. How about this for a plan? Shut down 35% of your least productive inventory to programmatic trading, and use it instead to market your more profitable revenue streams such as your app, your podcast, and your email newsletters. I bet you make more in the long run. If that’s a little too extreme, just focus on trying new things, work harder at understanding your audience, personalise the experience and value your readers. Work out your native proposition, sort your data, and don’t be afraid to get it wrong once in a while. The success stories of 2013 were those that embodied these values and were not afraid to take a risk. Take a look at BuzzFeed, Vice and the guys down at Future. Digital innovation has been at the core of what they do, and it’s working.

Right then, I’m foregoing my usual post-column glass of wine, and heading to the gym. For this week anyway.