Fighting words from Gabe Laydon, CEO of Machine Zone, one of the largest buyers of advertising in the world. Definitely will spark a debate between those on all sides of the advertising ecosystem. 

I don't agree with everything he says ... in fact, for some companies, at certain stages in their evolution, brand advertising matters a great deal. However, his call for accountability, traceability and precision in media spend, and in particular the need for trackable ROI, is compelling.

Excerpt below and the full video from the original re/code article.