Today my colleagues and I publish a bombshell of a report. Titled, "The End of Advertising As We Know It," the report at first glance fits nicely into the current backlash against major publishers and ad networks, including Google and Facebook. Led by P&G Chief Brand Officer, Marc Pritchard, major advertisers like GE and JP Morgan Chase have been reexamining their digital display advertising spend and threatening to cut significant dollars out as they pressure companies like Google and Facebook to provide more transparency and ultimately more standardization into their ad reporting. It all adds up, as we show in an infographic excerpted here, to what feels like a revolt.
All of this is good, necessary, and moving in the right direction for the health of the digital advertising economy. You have to have confidence in what you're buying and right now advertisers don't, for very good reasons. But that is not why we're declaring 2017 the year in which advertising as we know it comes to an end. Something bigger than that is happening. Or should be, if it's not, and that's why we wrote the report. What are we trying to make happen? It's less about the mechanics of advertising and more about a shift consumers are about to go through. Put simply, the end of advertising is coming because interruptions are coming to an end. As I say in the report:
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