The rise of smart networks and programmable agents/filters means that advertisements will become more targeted and selective. Databases will drive many ads over the Net, with smart databases responding to queries by curious consumers. Advertisers and buyers will negotiate for information over the Net.
Predictor: Schrage, Michael
Prediction, in context:In a 1994 article about advertising in the digital age for Wired magazine, Michael Schrage, an MIT Media Lab fellow and columnist for Adweek magazine, writes: ”The rise of smart networks and programmable agents/filters means that advertisements will become more targeted and selective. Databases will drive many ads over the Net, with smart databases responding to queries by curious consumers. Advertisers and buyers will negotiate for information over the Net. Indeed, WIRED senior columnist and MIT Media Lab Director Nicholas Negroponte has argued that the future of advertising will see a total inversion of traditional practice: Instead of advertisers soliciting response, they’ll respond to solicitations by potential customers.”
Date of prediction: January 1, 1994
Topic of prediction: Getting, Sharing Information
Subtopic: Advertising/PR
Name of publication: Wired
Title, headline, chapter name: Is Advertising Dead? Adviruses, digimercials and memegraphics: The Future of Advertising is the Future of Media
Quote Type: Direct quote
Page number or URL of document at time of study:
http://www.wired.com/wired/archive/2.02/advertising_pr.html
This data was logged into the Elon/Pew Predictions Database by: Anderson, Janna Quitney