“Content targeting is real everywhere except Madison Avenue,” believes Gary Vaynerchuk, CEO/founder of New York’s VaynerMedia, as well as agency network VaynerX.

Vaynerchuk is an almost-larger-than-life 21st century update on the Jerry Della Feminas, George Loises, and John Bergins of the 1960s and 1970s – agency principals who didn’t let their leadership positions get in the way of speaking out about the advertising business, and so established themselves as industry iconoclasts.

“There’s an enormous lack of actual consumer thinking” in content creation, Vaynerchuk told delegates at the Association of National Advertisers’ (ANA) 2019 Media Conference.