All media is going to be digital. Our concept of “traditional” media is well down its death spiral. We’re less then a decade away from all media being delivered through a digital platform that would allow for real-time targeting of advertising. True, we have to move beyond the current paradigm of mass-distributed, channel-restricted advertising we seem stuck in, but the technology is already there. We (by which I mean the ad industry) just have to catch up.
Is it an oversimplification? Let’s remember that more and more of our media consumption is becoming trackable from both ends. We no longer have to track from the point of distribution. Tracking is also possible at the point of consumption. We are living with devices that increasingly have insight into what we’re doing at any moment of the day. It’s just a matter of us giving permission to be served relevant, well-targeted ads based on the context of our lives.