At this year's World Economic Forum in Davos, business executives and government leaders hailed the arrival of the Fourth Industrial Revolution, fuelled by a mobile-led, data-centred world. With only 32% of the global population owning a smartphone, many felt this was just the beginning.

The good news for marketing professionals and advertising practitioners is that while we have been wary of disintermediation in this new age, we have also been the first movers in debating and, in many cases, preparing ourselves to embrace a data-powered audience-first revolution.

In the wake of such large-scale consensus, we now have a mandate and an opportunity to effect large-scale change. However, a recently released Mary Meeker report does take the wind out of our sails, sending a clear signal that consumer interest in our brands is waning. The rise in adblocking penetration, especially in emerging markets such as India (at 28%), means getting noticed and gaining attention for brands has never been harder.