To say that 2020 was a shock to the system is an understatement.
Yet the year that is behind us is probably not nearly as consequential as the year ahead.
Multiple, critical trends that have been accelerating for years are converging like never before to transform marketing. The year ahead promises to fundamentally reshape how brands are born and how they thrive, what advertising is, how (and where) it works, how measurement and attribution happen and much more.
Change will happen at a dizzying pace, and it will be happening everywhere at once—from privacy and policy decisions in Washington to addressability and attribution across every imaginable device, to the convergence of video and commerce in consumers’ living rooms, to an unstoppable drive for diversity . . .
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