I look for patterns in media, business and culture. My POV is informed by 30 years of leadership in media and advertising businesses. We’ve had a fe

People vs Algorithms

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2024-11-07 07:30:04

I look for patterns in media, business and culture. My POV is informed by 30 years of leadership in media and advertising businesses.

We’ve had a few weeks of deep prognostication about the future of the web. This week on the PvA Podcast we tried to think things through a bit, asking ourselves “what does AI do to the web five years out?” Tune in.

If media types are feeling a little anxious, it’s understandable. Our attention space is deeply out of equilibrium. AI is a profound disruptor of the interface and creation layers of media, a giant new wave in a cascading tide of disruptions. Tight money has refactored priorities and pushed profit urgency. Cookie deprecation persists as an thorn in the side of the digital advertising ecosystem. UGC continues as a long term pressure point on media economics and hands huge advantage to the platforms that enable community creation. Streaming has brought on-demand economic forces to TV. And… search as navigational interface to the open web is about to go through radical change. This really has people’s heads spinning.

Managing through change in media is a game of synchronizing its three primary interconnected ingredients - distribution, content, monetization. Distribution is always the ballast. If it is in flux, everything goes haywire. Which is why the search conversation is top of mind for everyone in digital media. If you make money from selling attention or stuff in the digital world, it’s a challenging time to forecast the future. M&A is a nightmare.

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