South Africa, June 10 -- We have spent the better part of a decade convinced that digital was the answer to everything. More targeted, more measurable, more efficient.but the cracks are beginning to show.

Consumers have become remarkably skilled at disappearing, from ad blockers to premium subscriptions and the instinctive thumb-swipe that dismisses a message before it has landed.

The industry that promised precision has instead delivered noise and brands are paying more to be heard less.

The world between home and the office

Meanwhile, the world between home and the office has been quietly doing what advertising was always meant to do: earn attention.

I call it the 3rd Space. Not home. Not work. The connective tissue between the two...