The changes the industry is now witnessing have the potential to “reshape the ecosystem and create, possibly, a new paradigm,” Constantine Kamaras, chairman of the board of directors, IAB Europe, told the IAB Europe Interact conference (Milan, May 2018). Keynote speaker Rob Norman, formerly head of GroupM, now an advisor to WPP, offered his particular angle on the forces at work that will lead the reshaping of the industry.
Asymmetric power
He calls it Cloudburst – a name inspired by Gideon Lewis-Kraus writing in the New York Times in December 2016. Lewis-Kraus wrote: “The most important thing happening in Silicon...