A common criticism of industry currencies in recent years has been the accusation that they are slow to evolve and adapt, that the advantage of media currencies is also their disadvantage, namely that they are set up by consensus” everyone needs to agree, otherwise they would not be a currency. Does this need for consensus, for committees, make them less agile in a fast-changing advertising eco-system? Does the need for consensus favour the status quo, encourage gradualism as opposed to radical change?