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There were quite a few recurring themes that emerged from last week’s Advertising Week New York 2019 (henceforth referred to as #AWNewYork) that struck me as being of great interest to folks in the ad operations and ad tech communities. So after gobbling up all of the information and digesting it slowly, I came away with a number of highlights—five—no, um, six—to be exact.

What I heard mostly was: “We need to work on a solution to identity,” “We need more data scientists to help us structure and understand our first-party data,” “Privacy is good for customer experience (CX) and building trust,” “We need to rethink measurement,” “We need to stop saying there’s a tech tax,” “We need better collaboration,” “It’s all about the open web vs the walled gardens,” “The growth in this industry is coming from AI and blockchain,” plus a heck of a lot more ideas about how advertising will improve into 2020 and beyond.

Yeah, there was definitely a lot to absorb, but I managed to cull it down to five—no, um, six—major highlights.

1. Reengineering the Rails on the Supply Chain

Officially announced at the ANA Masters of Marketing Week, MediaMath has made a commitment to developing a 100% accountable and addressable supply chain by the end of 2020. With the launch of SOURCE, the ad tech leader is setting a new standard for media performance offering brands and agencies a new-and-improved supply chain that promises both accountability and addressability.

Hints of this major move were alluded to at #AWNewYork last week when moderator Joanna O’Connell VP, Principal Analyst, Forrester Research was joined on stage by Reshma Karnik Global Vice President, Amnet Audience Center, Amnet Programmatic Experts for Dentsu Aegis Network; Tom Kershaw Chief Technology Officer, Rubicon Project and Jeremy Steinberg Global Head of Ecosystem, MediaMath on a panel called “Building the Next Generation Media Supply Chain.”

The SOURCE ecosystem has partners across the spectrum including Rubicon Project, Telaria, Acoustic, Akamai, Business Insider, Crackle Plus, Havas Media, IBM Watson, Inscape/Vizio, IRIS.TV, News Corp, Octopus Interactive, Oracle Data Cloud, Publishers Clearing House and White Ops, who will all provide full visibility into supply path mechanics and costs.

This industry move seeks to bring back trust and eliminate wastage and fraud. The consensus across the board ad Advertising Week was that the industry needs stronger collaboration across the buy and sell sides.