Industry conferences have their share of grizzled veterans and DMA is no exception.

The conversation mostly went: I got my start in direct mail, compiling data around mailing addresses and now we're talking about cross-device problems, lookalikes, machine learning or some permutation .

Indeed, the work in the industry has gotten more complicated.

Many conversations with individuals involved pointing to booths in the horizon about companies who no longer stayed in their lane, that competition was everywhere.

And most conversations seemed to discuss the killer idea in the future and how the person in my company would solve it; e.g.

If only we could do this, we're looking at revolutionizing this space, and imagine what will follow when this happens.

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