The ghost of prediction pieces past reveals our crystal balls are broken
The 2018 prediction pieces are flowing, but has anyone stopped to consider if any of the industry’s past predictions were correct? Rubicon Project’s Rohan Creasey looks back to the future.
We’re steaming towards the pointy end of the year and that means it is predictions time – in all their repetitive and predictable joy. Heck I’ve probably been just as guilty on this front as others, at least in private discussions, but this year instead I thought it would be worthwhile reflecting on previous industry predictions.
While we get excited about all the shiny things that might be coming (and we should), when you look back at previous predictions it seems there are a few fundamental Christmas predictions that haven’t quite transpired.
Let’s start with a Christmas prediction elephant in the room. Transparency. It’s been a regular inclusion at the top of prediction lists for consecutive years, but sadly a number of players are still dragging their feet in their bid to achieve complete transparency. Marketers want transparency. They demand transparency.
An excellent, well written, analytical article with many cogent points.