FORT LAUDERDALE -- The advertising industry is going through enormous change. The internet has been fragmenting consumer behavior, taking analog ad dollars and now it is promising to overhaul TV.
Sometimes, things are moving too fast. But, standing back to take a look, Furious Corp CEO Ashley J. Swartz says 2016 will bring a "reverence" that everyone is all in this - the disruptive curve - together.
"It was display and search that printed money," Swartz says. "Video doesn't, and television may have done at one point, but it doesn't any longer. And so, I think that this is a time of 'FUD', as one of our investors intelligently used that phrase - fear, uncertainty and doubt.
"I hope that we just get to a point where in lieu of ... being divisive as an industry, there is a recognition that we all need one another to actually deliver the sea-change."
Furious' Prophet software aims to unite advertiser data sources to get a more holistic look at advertising campaigns.
"It's going to change. I believe that there is going to be, finally some acknowledgment and recognition that not one person, regardless of how much free cash flow you print in a fiscal quarter, can be all things to everybody."
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
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