“We haven’t had this kind of transformation since television came in the late ‘40s and early ‘50s,” says Marc Pritchard, the marketing boss at Procter & Gamble, the world’s largest advertiser. Grappling with these challenges, however, may spur a shift in the industry’s structure. There will always be startups, particularly because technology changes so quickly. But on the whole, power is likely to move to fewer, larger companies.”

http://www.economist.com/news/business/21695388-worries-about-fraud-and-fragmentation-may-prompt-shake-out-crowded-online-ad?fsrc=scn/tw/te/pe/ed/invisibleadsphantomreaders

About the Author Sam Harrelson

Digital Marketing and Technology Consultant and Podcaster at Thinking.FM

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