Resistance is futile. The shift in advertising from buying media to assembling audiences is being driven by technology, limitless supply, and torrents of widely available data. The great uncoupling of audience from media is upon us. Why rely on marquee content for assembling a loose and sometimes wasteful proxy for the people a brand needs to talk? Technology is more than able to find those same people more efficiently and usually faster and at less cost. This is more than a trend; it is a seismic upending of over a century of media buying and making. What are the consequences for the entire media industrial complex?
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