Often when people think about the future of advertising they envision a scenario similar to the one in the 2002 movie, Minority Report, where Tom Cruise’s character is bombarded with personalized ads as he walks through a public space. The technology will soon exist to make this vision a reality, yet as Esther Dyson argues in his wonderfully reasoned opinion piece in today’s Wall Street Journal entitled ”The Coming Ad Revolution” people will “pay less and less attention” to these personalized ads. This is because users will assume greater control over their own online data and, in a way that allows them to control their privacy, they will begin using friends and other trusted sources (including vendors) to collect, gather and receive information that is pertinent and valuable to them.
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Jack Uldrich is a writer, futurist, public speaker and host of jumpthecurve.net. He is the author of seven books, including Jump the Curve and The Next Big Thing is Really Small: How Nanotechnology Will Change the Future of Your Business. He is also a frequent speaker on future technology and future trends, nanotechnology, innovation, change management and executive leadership to a variety of businesses, industries and non-profit organizations and trade associations.
