There’s no mistaking that the internet has been the single-most transformative innovation of today’s generation. Information, communication, education, entertainment, shopping – the internet has changed it all.
Advertising is no exception. As we evolve into the next generation of technologies – virtual reality, augmented reality, the Internet of Things – how will advertisers and marketers respond?
IBM and Watson are at the forefront of this evolution. Their work with partners like Hilton Hotels, Flonase, and 1-800-Flowers demonstrates the value of data inspiring experiences that engage consumers on all internet devices. The case studies show that successful advertising must be visually social, must be personalized by leveraging data, and must have incorporated appropriate commerce engines for those particular brands or products.
There’s a transactional element to this new technology: Blockchain. Whereas email allowed for one-to-one communication from sender to receiver, Blockchain creates a multi-touchpoint, trusted, distributed ledger of transactions. Publishers can benefit from Blockchain by adding layers of transparency and trust in transactions with verifiable and attributable data of all parties involved.