But for the media business, there are a lot of areas in need of some serious re-imagining in 2021 and beyond. The documentary The Social Dilemma dove into the broader, painful externalities imposed by big tech, from the sweeping invasions of privacy to the creeping withdrawal from genuine social interactions. Of course, the direct funders of Big Tech are not the general public but advertisers. Given the dominance of demographics – age, sex, race, ethnicity – in traditional media advertising, you’d think the expression “demography is destiny” came from a Mad Men-esque Madison Avenue sharpie. The traditional advertising ecosystem has been seeking to move away for some time from its reliance on demographics in buying and selling media.

Source: Forbes December 21, 2020 19:22 UTC