Abstract
If you haven’t noticed the degree of change in our world over the past 15–20 years, perhaps you’ve been living underground. Advertising faces a critical challenge where new technologies and platforms have experienced explosive growth—blitzscaling. With the rise of surveillance capitalism and instant measurement making hyper-personalisation a reality, long-term brand growth has been traded for short-term impact. After years of assuming our privacy and data were protected, marketers and consumers find themselves in a place where facts no longer seem to matter, and are even harder to find. This book aims to help shift the conversation into forward gear given the current state of play and act as an eye-opener in readiness for the future state of marketing.
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Nelson-Field, K. (2020). State of Play. In: The Attention Economy and How Media Works. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-15-1540-8_1
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DOI: https://doi.org/10.1007/978-981-15-1540-8_1
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