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3Q's 2018 Predictions: Marketing Landscape

Published: December 11, 2017

Author: Hillary Read

As we head full-steam into 2018, our experts look ahead to the next 12 months and dish up some well-informed predictions on industry trends and shifts.

Today’s predictions come from our executive team and top strategists, starting with…

“Digital is eating traditional marketing.” The pendulum is swinging from offline to online. Of course, advertisers are spending more and more on digital publishers like Facebook and Google, but on top of that, traditional media is slowly becoming “programmaticized” – from addressable TV to programmatic direct mail. This means that even traditional channels could soon be under the purview of digital teams.
-CEO David Rodnitzky

Technology will continue to advance and gain greater adoption around the automation and intelligence of performance marketing – specifically in the areas of artificial intelligence, machine learning, and, toward the end of 2018, even augmented and virtual reality.
CMO Scott Rayden

Global advertisers take meaningful action against ad fraud by cutting programmatic spend.
-Chief Client Officer Brian Grabowski

“Perform or die.” Given all the data and information we have on our customers, there’s no reason we shouldn’t be able to continually improve performance. The companies who can take action on their data will succeed. That means investing in analytics to not only pull actionable insights but more importantly to enact change and tailor their ads, messaging, and website experience to individual customers.
-SVP of Client Services Diego Rovira

Marketing channels will increasingly leverage their thousands of data points to best optimize (automatically) towards performance metrics, leaving agencies and marketers to focus more intently on maximizing content and messaging distribution and identifying and personalizing the overall user experience throughout the funnel and various audience segments.
-Accelerate GM Sana Ansari

Customers expect it; marketers are overwhelmed by it. 2018 can be the year advertisers crack the nut for mass personalization at scale.
-VP of Strategy Alex Funk

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