Hasta La Creative!

Remember in the early days of the internet, we’d “go online” — after waiting for our sister to get off the phone first — and we’d hear that loud dial-up noise, and the internet felt like a thing? It was a place we went, and it felt real. Nowadays, we celebrate that the online and offline worlds are blending, and to some extent it’s true, but you can still feel the edges. We’ve got passwords to remember, we’ve got places with no connectivity, and we still have to add on a data plan to our phones.

When technologies have really arrived, they blend into the background and they become unnoticeable, like oxygen or electricity. It’s this context that best describes the internet of things. Behold an age of small sensors everywhere and a world of continuous interconnectivity and environments that respond intelligently to our every move. The internet becomes a connective ambient layer, in the background and all-knowing. It will be a time of data-sharing, predictive computing and cognitive outsourcing.

This new world brings about vast sums of data, creates a plethora of new screens to connect with, and above all else, provides new ways to make decisions. In this environment, what is the role of advertising if our refrigerators are buying the milk?

Continue reading at AdAge.com