Mobile will collapse the separation between editorial and advertising in media, writes Forrester in new research published today.
The Interactive Advertising Bureau’s (IAB) new standard, which allows brands to make programmatic bids to place their branded content right in the stream of content for media brands, is a nod to the media world of the future, where:
- Marketers, not editors, will have to police their salesmanship in their customers’ mobile moments.
- Publishers will install idealistic and not-for-profit organizations to keep their long-term principles on track.
- Content creators will begin to unionize, similar to how Hollywood actors and directors did through the creation of The United Artists Media Group.