It’s a Mad, Mad, MAdTech World

Technology is fundamentally reshaping the advertising and media landscapes; the fault lines between pure play media and advertising are fast disappearing. We now live in a world in which media, advertising, and technology intersect to alter fundamentally how consumers “consume” content. The intersection of tech, media, and advertising—and what that means to consumers—reverberates throughout the marketing world; how marketers need to advertise and media and platform companies need to relate to consumers and advertisers is irrevocably changed and changing.

For many companies, this demands revolutionary change; changing fast to meet the demands of the new consumer is an existential need. More widespread is the evolutionary effect, as all companies must adapt to meet the higher expectations of the modern, empowered consumer with greater speed, flexibility, and efficiency.

The key themes of this analysis by Peter Minnium, President of Ipsos Connect in the US, are:

• MAdtech changes everything: The implications for advertising and media are widespread.
• MAdtech changes nothing: It’s still all about people.
• Making sense of MAdtech: It starts with data and insights.
• The MAdtech mash-up: The walls between advertising, media, and technology have crumbled.