The advertising industry is poised for great change in 2014. Automation is expected to take a larger piece of the media planning and buying process pie. Closed advertising technology systems will lose ground to more open ecosystems. Mobile devices will drive sales for marketers in which an increasing number of clients are running multi-screen advertising. Premium advertising will become more immersive and sophisticated. All these factors along with operational convergence will mean that more consumer data than ever will be available for freed up creative departments to act upon.

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Five Ways the Advertising Industry Is About to Transform – blogs.hbr.org (blog)