IAB Future Trends Volume 5: The future of content

This report discusses issues around content produced by brands as consumer behaviour changes and brands become more like media owners.

IAB Future Trends Volume 5: The future of content

Stuart Aitken

Contents

  • Behave like a media owner Rohan Tambyrajah, Global Innovation Director at PHD/Unilever, analyses what happens when brands adopt the properties of a media owner.

  • Personalised content: Where next? Karen Canty, Head of News at Future Foundation, examines what the future looks like for addressable and personalised content.

  • This is going to go viral!Stuart Aitken, Editorial Manager at the IAB UK, wonders whether in today's hyper-connected world content can be "organically" shared – or whether this sharing always...

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