Deep Focus CEO Ian Schafer talks with Recode's Peter Kafka about why the digital advertising world is due for a shake-up. Schafer says he's skeptical of the branded content studios being created inside big media companies because he doubts they can compete with Google and Facebook for the same business. He argues that the online ad economy has grown too big and the future must entail "fewer, better ads" that may be more individualized to consumers and placed on new, unconventional platforms.