Game of thrones: power and value in digital media
Michael Bayler
Michael Bayler describes the coming disruption in the digital economy as consumers show active resistance to excessive digital messaging. This is part of a wider power shift towards digitally enabled services in which advertisers, particularly FMCG, need to rethink what they are offering consumers.
Consumer adblocking alongside persistent brand concerns regarding fraud and data privacy are now directly challenging digital advertising.
The dynamic that feeds this scenario is taking shape on a far wider field than just advertising practice. We have increasingly powerful consumers, whose intolerance for invasions of...