Surviving the Cloudburst: how marketers can take on the tech giants

Discusses the idea of 'Cloudburst', the collision of dominant systems in information, commerce, devices and communication, and what marketers need to do in order to battle it.

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...

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