Is it possible to take a peek 3 years ahead, and predict the future, in an industry that changes on a daily basis?
The answer to that question – slightly paraphrasing one of my favorite scenes / quotes from the movie Interstellar – is:
“It might not be possible but it is necessary!”
IAB UK also seems to think so. Since 2012 it established the Future Trends Working Group with a clear mission to “shine a light on the path ahead in terms of the impact of technology changes on advertising and media businesses”. Since then the group has prepared a total of 11 white papers (the most recent one published March 2015), covering a wide range of topics. Here the full list of volumes so far: