Jack Myers is a Media Ecologist, and as such, he studies media agencies and how these agencies are choosing to spend their media money and on whom they are choosing to spend their money on. The emergence of digital video and the Internet of things (IoT) are massive industry game-changers, as marketing data can come from a multitude of sources. The data is all about the usage, the interpretation and the application of data and this is how media agencies need to position themselves in order to evolve within the industry. Myers has noticed the changes in the bigger media landscape as well. Many networks have moved from a more traditional, impression-based model to a performance-based model, therefore continuing to capitalize on all the emerging trends.