Publishers, Agencies Must Shift Their Focus from Big Data to Big Content
The recent focus on having the latest and greatest technology will cool down at some point in the near future, and it will be replaced by an emphasis on creating quality content, writes IAB President and CEO Randall Rothenberg. “Ads best find their home near content that serves the needs, passions and curiosities of consumers,” he notes.
An excerpt from Randall Rothenberg’s Article:
“We believe this state of efficient ubiquity is coming sooner than most people think, which is why industry executives need to focus more intently on content. At our doorstep are liquid marketplaces for automated advertising trading; electronic programming guides that will help consumers easily sort through hundreds of thousands of digital video offerings; and the push-button opportunity to start consuming a show or an offering on one device, but complete it on another.”
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