Point of View: Commerce is king
Joe Mandese
Happy new decade! I've been thinking about some big changes we have in store this year, and the decade ahead. And the big thing they have in common is an underlying redefinition of what constitutes advertising and media.
More than a redefinition, it's actually more of a rethinking. Some of these changes have been accelerated by the impact of the global economic recession, especially the shift from soft, brand-focused metrics towards harder, more accountable performance metrics. Some of the changes have been accelerated by changes in technology, especially the rapid maturation of...