The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now\u00a0are on the cusp of hitting the market hard, says serial entrepreneur\u00a0Dave Morgan, Chief Executive Officer for Simulmedia<\/a>, who\u00a0talked about these shifts in the ad business\u00a0in this\u00a0interview with Beet.TV.<\/p>\n

Look for a convergence of digital trends, he predicts. “The big trends are:\u00a0all media is going digital, all media is going on demand, all media is becoming personal and all media is becoming accountable.\u00a0Those are certainties. There are questions about how it unfolds, but in next three to four\u00a0years it will really hit,” he says, adding that the root of these changes began decades ago.<\/p>\n

Morgan has helmed several leading\u00a0firms in the industry, including founding and running Tacoda, the shop that launched behavioral marketing as well as the ad serving network Real Media. Now he leads Simulmedia, an audience-based TV advertising technology company that is focusing on marrying audience buying with TV, especially in the currently upfront<\/a>. “I’ve been on a twenty- to twenty-five year path toward this digital change in media and advertising, and I didn’t want to miss the critical moments or innings in the game when we saw things that would take decades to develop finally happen,” he says in explaining why he’s stayed in the business for so long, and steered\u00a0so many companies.<\/p>\n

His tenure had led to being known as a “change agent,” and some of that comes from\u00a0being in the right place at the right time, he says.\u00a0“The number one thing to being a good change agent is to go someplace changing. Then pick the things you can actually affect. Big markets won’t be changed by one person or one company, but if you can read the trends\u00a0right you can\u00a0get in them.”<\/p>\n

Morgan\u00a0was interviewed\u00a0for Beet.TV by <\/span>David J. Moore<\/a>, Chairman of Xaxis and President of WPP Digital. \u00a0This is part of the Media Revolutionaries series presented by Microsoft and Xaxis. \u00a0 Please visit this page to view more from the series<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now\u00a0are on the cusp of hitting the market hard, says serial entrepreneur\u00a0Dave Morgan, Chief Executive Officer for Simulmedia, who\u00a0talked about these shifts in the ad business\u00a0in this\u00a0interview with Beet.TV. Look for a convergence […]<\/p>\n","protected":false},"author":3,"featured_media":34591,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[4965],"tags":[5314,5354,3461],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33551"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=33551"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33551\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/34591"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=33551"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=33551"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=33551"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}