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The End of Advertising As We Know It…

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IBM have released a report forecasting a massive change to the advertising industry; over the next five years than in the previous 50…

To survive the next five years advertising industry players need to innovate in three key areas:-

  • Consumers
  • Business Models
  • Infrastructure

Broadcasters must change focus from mass to niche consumer segments, Agencies must become brokers of consumer insights and all players must adapt to aworld where the buying and selling of inventory is carried out in open exchanges against the old traditional channels…

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The complete report can be found here

or an executive summary here

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