Predicting the future of the media and advertising industry is an impossible task. Marketers and media planners today face challenges I couldn’t begin to imagine when I started out as a TV syndication salesperson decades ago. No one really knows how technology will continue to affect linear and digital media in the long-term, but we can be confident that television and broadcasting are not dying. Advanced data analytics will continue to change how we buy and sell media, and of course consumers, as we know, are in full control. We will be living in an uncertain world for many more years and we all need to be able to live with that ambiguity. This isn’t necessarily bad, because it also creates opportunity.
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