Andrew Keen is the author of three books: ‘Cult of the Amateur’, ‘Digital Vertigo’ and ‘The Internet Is Not The Answer’. He produces ‘Futurecast’, and is the host of ‘Keen On’.
Few people have a better overview of the tech economy than Sir Martin Sorrell, the co-founder and longtime CEO of the world’s largest advertising company, WPP.
With WPP’s over 200,000 employees and a $75 billion media book, Sir Martin has a uniquely privileged perspective about the future of the online advertising industry. And he believes that 2018 might be the year that a third company joins what he calls the Facebook/Google “duopoly” in the online advertising and search game.
That company is, of course, Amazon which he describes, as an “up and comer” in online advertising. Along with being a commerce and web services leviathan, Sir Martin predicts, Bezos’ beast is about to become an advertising and search company.
This doesn’t mean Sir Martin is writing off either Facebook or Google. Indeed, he boldly suggests that Google might have a clear lead in autonomous cars. And he is pretty positive about all the world’s seven dominant tech company (the Frightful Five – Facebook, Google, Amazon, Apple, Microsoft plus Alibaba and Tencent) — who he collectively calls the “seven sisters”- in terms of their development of AI. But even here he’s particularly bullish on Amazon’s Alexa which, he believes, is winning in the voice-activation device war by “carpet-bombing” its rivals.
Over the years, Sir Martin has consistently debated that the big tech companies should have the same responsibilities and accountability as traditional media companies. So will 2018 be the year that the worm finally turns and the Frightful Five finally admit they really are media companies? Sir Martin thinks that this might have actually happened in 2017 — citing Facebook’s decision last year to employ 20,000 editors to monitor its videos.
And in 2018, he suggests, they will come to behave more and more like traditional media companies. With great power, he reminds us, comes great responsibility. And perhaps nobody should listen more carefully to this advice that Jeff Bezos, who Sir Martin describes as the “John D. Rockefeller” of the 21st century.
more recommended stories
Crunch Report | Tile lays off 30 people
Tile terminated 30 people, Google signs a.
Apple made a very nice speaker
About the Apple HomePod, if you.
Instagram brought advertising to Instagram Stories
It’s been less than a year.
Apple’s is introducing its “Everyone Can Code” program to 70 more colleges and universities throughout Europe
Apple reported this morning that it.
Sir Martin has a uniquely privileged insight into the future of the online advertising industry
Andrew Keen is the author of.
Microsoft integrates new Brainwave platform for real-time AI to the edge
Last week the Microsoft’s Build.
Google was plunged with a revised gender pay lawsuit
No one is down with.
Qualcomm has been under considerable pressure for a wide variety of reasons
Fresh off a large cascading series.
Google is making Material Gallery available to everybody
Ever since 2014, Material Design.
Google Announces New Set of Policies Regarding Election Advertisements
Google announced a new set of.