âWe havenât had this kind of transformation since television came in the late â40s and early â50s,â says Marc Pritchard, the marketing boss at Procter & Gamble, the worldâs largest advertiser. Grappling with these challenges, however, may spur a shift in the industryâs 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.”
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