July 8, 2016

It's Time to Ditch the Paid/Earned/Shared/Owned Model of Ad Tech


Before the great ad-tech boom, the advertising model was straightforward if not simple. The "four Ps" dominated the modern marketing machine, with "promotion" being universally understood as paid media and sales promotions. Then digital happened and the old model collapsed in a heap of bytes and algorithms. This brings the origin of the paid/earned/owned (PEO) model - stuffed with tech but shallow in creating recognizable outcomes around customer conversion.

The harsh cost reality.

Topics: Digital Marketing, Digital Ecosystems, Media, Advertising, Digital Life, Technology