Predictions Report

Predictions 2017: Media Disrupts Itself With New Business Models And Unexpected Partnerships

Innovation Is No Longer The Sole Domain Of Digital Upstarts

November 3rd, 2016
Melissa Parrish, VP, Group Director
Melissa Parrish VP, Group Director
Sarah Sikowitz, Principal Analyst
Sarah Sikowitz Principal Analyst
Susan Bidel, Senior Analyst
Susan Bidel Senior Analyst
With contributors:
James McQuivey, PhD , Joe Stanhope , Carlton A. Doty , Richard Joyce , Samantha Merlivat , Jim Nail , Collin Colburn , Wei-ming Egelman , Laura Glazer

Summary

The media industry has had a rough couple of years: Digital disruption forced content providers to change the way they develop and deliver their products; programmatic changed the way advertisers and agencies buy media; and the tech ecosystem exploded and fragmented. Disruption isn't going anywhere in 2017, but it'll come in new forms and from unexpected sources as players across the industry disrupt themselves to remain viable. This report shows media companies, marketers, adtech providers, and agencies what they can expect from the year ahead.

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