The 2018 ad tech predictions you didn’t expect to see
Martech and ad tech are here to stay, but it's not going to be all smooth sailing in 2018. Columnist Lewis Gersh shares three predictions that will shape our industry in the year ahead.
We see a lot of prediction pieces every season, and they’re often similar in tone: “This will be the year of mobile!” “Digital will pull in more than TV in 20XX.” These positive predictions are spun to make everyone feel optimistic about the future of the industry, to ensure that we’re able to communicate that positivity to our brand and agency clients who — upon seeing the bright future of the space — will feel confident in spending more, more, more!
Well, I’m not that guy and these aren’t those predictions. While I’m confident that digital ad tech and martech are here to stay, I can’t say 2018 is going to be the best year ever. I think it will be a pivotal year, and a year that sets us on a better path, but I think you’re going to have to buckle your seatbelts, because the road to that “better path” will be a rocky one.
Without further ado, here are those less-than-rosy predictions: