IBM Predicts the End of Advertising as We Know It.
Global Business Services unveiled its new report, "The End of Advertising as We Know It," forecasting greater disruption for the advertising industry in the next five years than occurred in the previous 50.Distributors will need to deliver targeted, interactive advertising for a range of multimedia devices. Advertising agencies must become brokers of consumer insights and guide allocation of advertising dollars amid exploding choices. All players must adapt to a world where advertising inventory is increasingly bought and sold in open exchanges vs. traditional channels.
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