Predictions Report

Predictions 2018: Data Drives Media Disruption

Who Has Data, And How The Way They Use It Will Determine Success

November 8th, 2017
Susan Bidel, null
Susan Bidel
Collin Colburn, null
Collin Colburn
Samantha Merlivat, null
Samantha Merlivat
Jim Nail, null
Jim Nail
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:
Melissa Parrish , Christian Splaine , Christine Turley


The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C marketers, advertising technology (adtech) vendors, agencies, and media companies a competitive advantage, while others will scramble to survive. Read this report to learn who wins and who loses across the media landscape in 2018.

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