Is ad tech just the same dollar floating around from technology to technology?
Advertising has us chasing cars and clothes, working at jobs we hate so we can buy shit we don't need." - Rachel Botman
Le Web's London's opening presentation, with its theme of the Collaborative Economy, should be a wake up call to corporations, brands, and everyone in the advertising ecosystem. Your lives are about to change. the market has once again spoken, and if you think you've already been disrupted by social media, think again. You ain't seen nothing yet.
Loic LeMeur, Le Web's cofounder, opened this year's event with a starling presentation on the Collaborative Economy, a new movement in which consumers, especially the highly coveted and targeted millennials, have decided to share and rent rather than own things in a dramatic reversal of 50-year trends.
A number of factors have come together to influence this trend; the availability of excess capacity with high idle times, the worldwide recession, the growth of trust networks generated by social media, and a growing need for community. During my own lifetime, I've seen feelings of isolation grow, and the statistics are that the number of people dining and living alone has doubled in the past forty years. So it's not just a feeling.
During my lifetime,... Read more