The future of media is not inevitable, it is what we make it. If we employ cynical, opportunistic technology designed to trick people into spending, we deserve our own demise. The future of media
ought to use technology to make us more human, more relatable, and more honest. I believe the targeting engines and intelligent algorithms of Silicon Valley will provide that technology, but people
will only adopt it if they trust it. It is up to us to create economic models that reward good behavior, honest communication, and an uncluttered media landscape in which to enjoy marketing.
Yes...enjoy marketing.
Tim McAtee, Research Director, IPG Media Lab
