Predictions Report

Predictions 2016: Media's Unbundling Accelerates

How TV, Audience Data, And Ad Quality Will Change For Marketers

November 13th, 2015
Luca Paderni, null
Luca Paderni
With contributors:
James McQuivey, PhD , Carlton Doty , Susan Bidel , Richard Joyce , Samantha Merlivat , Jim Nail , Sarah Sikowitz , Ryan Skinner , Kasia Madej , Laura Glazer


The year 2016 will see the process of digitization of the media ecosystem continue apace and addressability will cut across all types of media, accelerating the unbundling of media offering and bringing even more to the fore the strategic importance of first-party data. This brief outlines how the relentless digitization of the media ecosystem will reshape advertisers' and publishers' priorities, re-allocate advertising budgets, unbundle media packages, and challenge or extend existing digital platforms' reach.

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