"The noble goal is to have the most relevant, useful, beautiful, effective piece of communication from a brand, to that person, at that time anywhere in the world," he says. "That's the goal because then advertising ... goes from being a tax, a burden, a cost of engaging on platforms, and it becomes valuable."
Marketers need to realize that the right to disrupt has become an opportunity to connect, D'Arcy says.
"We should never approach these things as the right to be in someone's News Feed because we're rich and powerful," Darcy says. "We have the opportunity to connect and we need to respect that person's time."
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