There’s long been a chicken little mentality in digital marketing and sales. You know: The sky is falling, the sky is falling!

When programmatic hit, publishers were decrying the race to the bottom and that no one would buy all of their sometimes worthless inventory. The sky was falling and it fell to a place where publishers stepped up their game and programmatic evolved, too.

Mobile messaging hit the digital landscape and the sky was falling now on email. Well, chicken little, you might be wrong.

The Sky is Falling! Again.