Annual Report 2018 2 Annual Report 2018
ANNUAL REPORT 2018 2 ANNUAL REPORT 2018 ACCELERATING GROWTH PLAYING BY THE NEW RULES: IN THE DIRECT BRAND DATA GOVERNANCE, ECONOMY REVOLUTION ETHICS, AND LEGISLATION et’s not mince words: 2018 was a year of We see no reason to believe this direct brand ata is to the 21st century what capital massive disruption by any measure—and all economy will slow down, let alone go into reverse. This was to the 20th century. If you doubt that, Lsigns point to this disruption accelerating in “stack-your-own supply chain” is now so advanced and Dconsider this: In 2018, American companies 2019 and beyond. so embedded in the economy that the trends we’ve spent nearly $19.2 billion on the acquisition of For over a century, dominant consumer-facing seen for the past decade will only accelerate. audience data and on solutions to manage, process, companies created value through their ownership and and analyze digital audience data—a figure that operation of high-barrier-to-entry, capital-intensive It also represents an incredible represents a staggering 17.5 percent increase supply chains. The most successful companies owned opportunity for those who understand from the prior year (State of Data 2018 Report, outright or had significant control over every major the power of interactive media in this Winterberry Group, IAB). function within their supply chain, from the sourcing of new world order. This is the current data landscape—and the raw materials to the ownership of their factories and elephant in the room. warehouses, to the railway cars and trucks that got Digital advertising—whether display, search, or Our industry is at the center of a seismic change If you don’t have consumers’ trust, their goods to market.
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