Tim Armstrong, CEO of AOL, said three “mega trends” are developing in the media industry. Speaking at an Advertising Week event recently, he said that the growth of closed networks offered by Google, Apple and Microsoft are “ecosystems” unto themselves. Traditional marketers like Nike are also moving into a technology space. In addition, the rise of agency trading platforms allow brands to become publishers.
Bob Greenberg, CEO of RG/A agreed. He added that Amazon and Apple surround customers with products and services, describing it as a kind of “functional integration.”