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Welcome, 2017! Some bold martech predictions for the year ahead
What's in store for the martech space this year? From exciting innovations to potentially troublesome developments, columnist James Green discusses the trends that will dominate 2017.
The New Year is a great opportunity to reflect on progress and challenges from the previous year and prepare for what’s ahead. Even with all the trends that helped marketers navigate through 2016, there are some big ones to consider and prepare for in 2017. I’ve rallied together my top predictions for martech trends in 2017.
1. Ad blockers will force publishers and people to make a choice
In 2017, we should expect to see two types of websites and publishers: those that charge people a fee to view content and those that are open (no fees attached, but force people to disable ad blockers).
As a result, consumers will have a choice: potentially pay for an “ad-free” or ”reduced ad-infested” environment, or be served an experience with whatever ads publishers choose to deliver to their audience. Keep an eye on Facebook — one of those companies that can stop ad blockers in their tracks — as well as some of the other top 20 publishers, such as The New York Times, GQ Magazine and Wired.
While ad blockers fight tooth and nail to exist, more publishers will focus on creating better content to keep people engaged and coming back for more, both those that pay for a more ad-free experience or those who choose to tolerate advertising.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.