What is the Future of Advertising?

Eyeota Co-Founder and CEO, Kevin Tan, shares his thoughts on the future of advertising.

"Advertising is getting more and more data driven. Now that advertisers are more comfortable with how the evolving marketing ecosystem works and the tools and platforms at their disposal, there is a new level of sophistication in the way they approach campaigns. Marketers are no longer relying only on brute force tactics like retargeting. Instead of taking what is known about a consumer and forcing a message across every possible channel, marketers are leveraging context and signals to communicate with consumers in the most appropriate way based on where they are in the path-to-purchase. Advertisers who continue to evolve their strategies with consumer experience and sentiment in mind (e.g. Amazon or Netflix data-based recommendations) will rise to the top.”