Brands that previously relied on a network of retail and wholesale partners are beating a path directly to consumers, causing a permanent shift from a supply chain-based economy to one that is entirely consumer and driven by data.

Ad blockers. Safari Intelligent Tracking Prevention. GDPR. Cambridge Analytica. It's now undeniable: the door is closing on unfettered user-level data and behavioral targeting, and marketers, publishers, and digital ad platforms are being forced to adapt. Yet, marketing budgets aren't going away and digital advertising should continue to thrive, albeit under a different industry mindset. Here are a few predictions on how that might look.

With the new healthcare information age upon us, consumers are becoming more empowered to take control of their own health, and healthcare companies are facing new challenges each day to engage and maintain meaningful relationships with their customers.

Location data sellers typically tell brands that they know that a user went to the Starbucks at 33rd and 5th in New York at 5 p.m. But, if you know how location data works, you know that it's impossible in the vast majority of cases, especially in big cities where satellite signals bounce off tall buildings, or in sprawling suburban malls with multiple levels.

Digitally native brands from Birch Box to Quip are threatening the brick-and-mortar commerce model. Many traditional brands have entered the game, purchasing digital start-ups and offering competitive direct-to-consumer products.

Putting aside any debate about whether governments should legislate consumer privacy, the more pressing question is this: Will a government enforce legislation that unintentionally creates a duopoly? Unfortunately, with the GDPR, the answer seems to be yes.

Buying shoes is more fun than buying tires, but for most people, buying a pair of either is driven by the same motive - replacing ones that have worn out. In fact, 60% of shoe shoppers say replacement is their primary reason for buying shoes.

Industry professionals at brands like The Home Depot and McDonald's talk about omnichannel marketing as the end goal for all modern marketing strategies. At the same time, there's a lot of confusion about what "omnichannel" marketing really means and how it's used in practice.

Hispanics are 50% more likely to have doubts about their place in America versus a year ago, according to Energy BBDO's Forging a Bond with Hispanic Consumers: How to Unlock Brand Potential in a Challenging Political Environment, a white paper based on a first-of-its-kind proprietary study detailing U.S. Hispanic consumerism in today's challenging political environment.

As marketers and as travelers, too, it comes as no surprise that mobile plays a vital role in travel bookings. According to Flurry's 2017 State of Mobile report, we spend over five hours a day on our mobile phones, and we expect the brands we love to create a bespoke experience that matches our mobile behavior.