The following is a guest piece by Darrick Li, vice president of sales, North America media owners at Guideline. Opinions are the author’s own. Like many technical facets of the corporate world, the ad-tech industry tends to have a bad habit of making things, well, too technical. In short, the industry’s collaborative goal is to help brands reach the right consumers with personalized and memorable experiences that drive business outcomes. What’s so technically complicated about that?